Citations


Contact Us

For Marketing, Sales and Subscriptions Inquiries
2637 E Atlantic Blvd #43110
Pompano Beach, FL 33062
USA

Conference List

International Journal of Business, Economics and Management

February 2020, Volume 7, 2, pp 110-119

Effect of Brand Enhancement on Buying Behavior towards the Sport Sponsorship Companies in Riyadh, KSA

Iyad A. Al-Nsour

Iyad A. Al-Nsour 1


  1. Department of Advertising and Marketing Communication, College of Media and Communication Al- Imam Mohammad Ibn Saud Islamic University, Riyadh, KSA. 1

on Google Scholar
on PubMed

Pages: 110-119

DOI: 10.18488/journal.62.2020.72.110.119

Share :

Article History:

Received: 20 January, 2020
Revised: 24 February, 2020
Accepted: 27 March, 2020
Published: 16 April, 2020


Abstract:

The study aims at measuring the effect of the brand enhancement on the buying behavior toward the sponsor companies in Riyadh as well as determining the statistical differences in the brand enhancement and buying the brand according to demographics such as gender, education and age. The research population consists of all Saudi fans of the sport activity in Saudi Arabia. The total research population in Riyadh 2017 reaches 1.32 million. The purposive sampling method is used and the calculated sample size reaches 385 of the sports audience. The study concludes that brand enhancement has a positive significant effect on buying the brand of the sponsor companies. The study finds that there are no statistical differences in rand enhancement and buying the brand according to all demographical variables. Finally, the study suggests a set of recommendations and implications that support the brand enhancement of the sponsor companies in Riyadh city.
Contribution/ Originality
This study in one of very few studies which investigated the relationship between brand enhancement and purchasing behavior toward the sponsors companies. The online survey by the researcher finds that there is an ambiguous in defining the suggested relationship epically in Saudi market.

Keywords:

Brand enhancement, Buying behavior, Sport sponsorship, Sponsor companies, Riyadh, KSA.

Reference:

Akwensivie, D. M., Narteh, B., & Iden, W. K. (2014). The impact of sponsorship events on consumer based brand equity behaviors: Evidence from the mobile telecommunication industry in Ghana. European Journal of Business and Management, 6(10), 107-120.

Amorim, J. G., & Almeida, V. M. (2015). The effect of simultaneous sponsorship of rival football teams. ANPAD - National Association of Graduate Studies and Management Research. Brazilian Adminstration Review, 12(1), 63-87.Available at: https://doi.org/10.1590/1807-7692bar2015140059.

Bardia, R. (2018). Retrieved from https://www.quora.com/What-is-the-difference-between-Brand-Promotion-and-Brand-Enhancement .

Biscaia, R., Trail, G., Ross, S., & Yoshida, M. (2017). A model bridging team brand experience and sponsorship brand experience. International Journal of Sports Marketing and Sponsorship, 18(4), 380-399.Available at: https://doi.org/10.1108/ijsms-07-2016-0038.

Bühler, A. W. (2006). Professional football sponsorship in the English premier league and the German Bundesliga: University of Plymouth. Plymouth Business School. Faculty of Social Science and Business, PhD Thesis. UK.  

Bühler, A., & Nufer, G. (2010). Relationship marketing in sports. Oxford, UK: Elsevier Ltd.

Chadwick, S., & Thwaites, D. (2005). Managing sport sponsorship programs: Lessons from a critical assessment of English soccer. Journal of Advertising Research, 45(3), 328-338.Available at: https://doi.org/10.1017/s0021849905050312.

Coelho, M., Amorim, J., & Almeida, V. (2019). Sports mega-event sponsorship: The impact of FIFA reputation and world cup image on sponsor brand equity. Brazilian Administration Review, 16(1), 1-50.Available at: https://doi.org/10.1590/1807-7692bar2019180071.

Crimmins, J., & Horn, M. (1996). Sponsorship: From management ego trip to marketing success. Journal of Advertising Research, 36(4), 11-22.

Crowley, M. G. (1991). Prioritising the sponsorship audience. European Journal of Marketing, 25(11), 11-21.Available at: https://doi.org/10.1108/eum0000000000628.

Cruz, R. (2018). Consumers’ attitudes and behaviors toward the sponsors of a football club. A Thesis Submitted in Partial Fulfilment of the Requirements for the Degree  of  Master of Commerce in Marketing Department of Management, Marketing and Entrepreneurship. University of Canterbury.   

Dalakas, V., & Levin, A. M. (2005). The balance theory domino: How sponsorship may elicit negative consumer attitudes. Advances in Consumer Research, 32(1), 91-97.

Donlan, L. (2014). An empirical assessment of factors affecting the brand-building effectiveness of sponsorship. Sport, Business and Management: An International Journal, 4(1), 6-25.Available at: https://doi.org/10.1108/sbm-09-2011-0075.

Erdogan, Z., & Kitchen, P. (1998). Getting the best out of celebrity endorsers: Take care picking your celebrity, but don't ignore the bandwagon. Admap, 33, 17-20.

Fillis, I., & Mackay, C. (2014). Moving beyond fan typologies: The impact of social integration on team loyalty in football. Journal of Marketing Mnagement, 30(3-4), 334-363.Available at: 10.1080/0267257X.2013.813575.

Fineweek. (2007). Big bucks still back sponsorship. Ad Review, 72-73.

Fortunato, J. A. (2017). The FIFA crisis: Examining sponsor response options. Journal of Contingencies and Crisis Management, 25(2), 68-78.Available at: https://doi.org/10.1111/1468-5973.12125.

Groot, L., & Ferwerda, J. (2015). Soccer jersey sponsors and the World Cup. International Journal of Sports Marketing and Sponsorship, 16(5), 2-19.Available at: https://doi.org/10.1080/14660970.2014.882824.

Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275-294.Available at: https://doi.org/10.1108/08876040310474828.

Keshkar, S., Lawrence, I., Dodds, M., Morris, E., Mahoney, T., Heisey, K., & Santomier, J. (2018). The role of culture in sports sponsorship: An update. Annals of Applied Sport Science, 7(1), 57-81.

Kim, Y. K., Trail, G. T., Woo, B., & Zhang, J. (2011). Sports consumer-team relationship quality: Development and psychometric evaluation of a scale. International Journal of Sports Marketing & Sponsorship, 12(3), 254-272.

Klidas, A. K., Assen, M. V., & Oldenhof, D. (2015). An investigation into the sponsorship effects on attitudes and behavior of rival fans. Paper presented at the Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Springer, Cham.

Limba, T., & Jurkutė, V. (2013). Brand building and enhancement with electronic marketing tools. Social Technologies, 3(1), 130-148.

Malhotra, N. K., & Birks, D. F. (2007). Marketing research: An applied orientation (3rd ed.). Essex, UK: Pearson Education International/Prentice Hall.

Meenaghan, T. (2002). From sponsorship to marketing partnership: The giuness sponsorship of GAA all Ireland – hurling championships. Irish Marketing Review, 15(1), 3-23.

Meir, R., & Scott, D. (2007). Tribalism: definition, identification and relevance to the marketing of professional sports franchises. International Journal of Sports Marketing & Sponsorship, 8(4), 330-347.Available at: https://doi.org/10.1108/ijsms-08-04-2007-b006.

Ngan, H. M., Prendergast, G. P., & Tsang, A. S. (2011). Linking sports sponsorship with purchase intentions: Team performance, stars, and the moderating role of team identification. European Journal of Marketing, 45(4), 551-566.Available at: https://doi.org/10.1108/03090561111111334.

Pickton, D., & Broderick, A. (2005). Integrated marketing communications (2nd ed.). USA: Pearson Financial Times, Prentice Hall.Com.

Pijkeren, J. (2010). Strategic value of networking in sport sponsorships. Master Thesis, University of Twente – Enschede-The Netherlands.  

Ryan, A., & Fahy, J. (2012). Evolving priorities in sponsorship: From media management to network management. Journal of Marketing Management, 28(9-10), 1132-1158.Available at: https://doi.org/10.1080/0267257x.2011.645858.

Shank, M., & Beasley, F. (1998). Fan or fanatic: Refining a measure of sports involvement. Journal of Sport Behavior, 21(4), 435-433.

Statistica Research Department. (2018). Sport Sposorship – Statisitcies and Facts. Statisitica.Com.

Tapp, A., & Clowes, J. (2002). From``carefree casuals’’to``professional wanderers’’. European Journal of Marketing, 36(11/12), 1248-1269.Available at: https://doi.org/10.1108/03090560210445164.

Tomalieh, E. (2016). The impact of events sponsorship on attendee’s purchase intention: The mediating role of brand image. International Journal of Business and Management, 11(8), 162-175.Available at: https://doi.org/10.5539/ijbm.v11n8p162.

Walraven, M., Koning, R. H., & van Bottenburg, M. (2012). The effects of sports sponsorship: A review and research agenda. The Marketing Review, 12(1), 17-38.Available at: https://doi.org/10.1362/146934712x13286274424235.

Weeks, C. S., Cornwell, T. B., & Drennan, J. C. (2008). Leveraging sponsorships on the Internet: Activation, congruence, and articulation. Psychology & Marketing, 25(7), 637-654.Available at: https://doi.org/10.1002/mar.20229.

Weissman, M. D. (2014). Sports sponsorship: Fan loyalty and perception of the lake county captains minor league baseball team. MA Thesis, Education in Sport Management, College of Graduate Studies ,Cleveland State University.USA.ETD Archive. Retrieved from https://engagedscholarship.csuohio.edu/etdarchive/544. 

Statistics:

Google Scholor ideas Microsoft Academic Search bing Google Scholor

Funding:

This study received no specific financial support.

Competing Interests:

The author declares that there are no conflicts of interests regarding the publication of this paper.

Acknowledgement:


Related Article

( 1 ) Relationships Between Leadership Roles and Project Team Effectiveness as Perceived by Project Managers in Malaysia
( 2 ) Relationships among Team Trust, Team Cohesion, Team Satisfaction and Project Team Effectiveness as Perceived by Project Managers in Malaysia
( 3 ) The Effects of Exchange Rate Liberalization in Kenya on French Beans Exports
( 4 ) Does the Mena Countries May Converge in GDP to Southern European One? The Effects of International Trade
( 5 ) Can the Interdependence Effect and the Contagion Phenomena be Related with One Another?
( 6 ) Corruption’s and Democracy’s Effects on Economic Growth
( 7 ) Effective Tax Administration and Institutionalization of Accounting Systems in Small and Medium Scale Enterprises: Evidence from Nigeria
( 8 ) Moderating Effect of Demographics on Monetary Motivation and Employees Job Performance Relationship: Evidence from Malaysia
( 9 ) Consideration the Effects of Water Sector Investment on Economic Growth in Iran
( 10 ) Influence Internship Learning Effect in Business Service Sector: Using Internship Self-Efficacy as the Mediator Variable
( 11 ) The Effect of Selected Financial Ratios on Profitability: An Empirical Analysis of Listed Firms of Cement Sector in Saudi Arabia
( 12 ) An Empirical Test on Effect of Intra-Product Trade on Regional Income Distribution: The Case of Liaoning, China
( 13 ) Effects of Advertising on Consumer Behavior in Low Density Houses: The Case of Marlborough, Zimbabwe
( 14 ) Moderating Effects of Project Management Experience, Project Team Size, Project Duration and Project Value Size on the Relationship between Project Manager’s Leadership Roles and Project Team Effectiveness in Malaysia
( 15 ) The Effects of Changes in Accounting Standards on Value Relevance of Financial Statement Information of Malaysia and Nigeria Banks
( 16 ) The Effect of Outsourcing on Anglogold Ashanti Obuasi Mines Performance
( 17 ) Organisational Politics – Causes and Effects on Organisation and Employees
( 18 ) The Mediating Effect of Market Orientation on the Relationship between Entrepreneurial Orientation Dimensions and Organizational Performance: A Study on Banks in Libya
( 19 ) Confirming the Mediation Effect of A Structural Model By Using Bootstrap Approach: A Case Study of Malaysian 8th Grade Students’ Mathematics Achievement
( 20 ) Land Use/Land Cover Change and its Effects on Bamboo Forest in Benishangul Gumuz Region, Ethiopia
( 21 ) Emotional Workgroup Performance and Group Effectiveness Egyptian Context
( 22 ) The Effect of Public Debt on Domestic Product and Unemployment (An Empirical Study on the Palestinian Economy)
( 23 ) The Effect of Exchange Rate Changes on Consumer Prices in Nigeria: Evidence from VECM Model
( 24 ) The Effect of Access and Quality of Education on Economic Development in Botswana
( 25 ) Effect of Media Transportation and Advertising Transportation on Customers Responsiveness
( 26 ) The Effect of Personal Factors on the Customer Rating of the Quality of Services of the Islamic Banks Operating in the Syrian Coast
( 27 ) Does the Holiday Effect Differ from Religious to Non-Religious Holidays? Empirical Evidence from Egypt
( 28 ) Effects of Environmental Satisfaction on Family Displacement Case Study: Gohar Dasht Region, Karaj City
( 29 ) Effect of Budget Defict on Private Investment in East African Community for the Period 1981-2015: A Panel Data Analysis
( 30 ) Comparative Analysis of the Effectiveness of Coub-Douglas, Real Business Cycle, and Keynsian Growth Models in Determining Economic Growth in Nigeria
( 31 ) Effects of Corporate Social Responsibility on Banks Financial Performance in Nigeria: A Study of United Bank of Africa
( 32 ) The Effects of Exchange Rate Variability on Trade Flows in Nigeria: A Cointegration Analysis
( 33 ) The Effect of Work-Life Balance on Accounting Ethics
( 34 ) The Moderating Effect of Governance Mechanisms on the Relationship Between Innovation Strategy and the Performance
( 35 ) Effect of Institutional Factors on Foreign Direct Investment in Nigeria
( 36 ) An Evaluation of Effectiveness of Oversight Committees: A Case of City of Johannesburg, Section 79 Committees
( 37 ) The Effect of Internal and External Factors of Companies on Profitability and its Implications on Stock Price Index of State-Owned Banks
( 38 ) Africa's Human Capital Development: Is Public Finance Management an Effective Strategy?
( 39 ) Analysis of the Effects of Pull and Push Factors on Brain Drain: An Example of Turkey
( 40 ) The Effect of Selected Factors on Tax Revenue Mobilization in Ethiopia: The Case of Amhara Region
( 41 ) The Mediating Effect of Financial Self-Efficacy on the Financial Literacy-Behavior Relationship: A Case of Generation Y Professionals
( 42 ) Study on the Effect of Foreign Investment on Anhuis Industrial Structure Optimization
( 43 ) Activity Cost Management and its Effect on Enterprise Productivity
( 44 ) Effects of Socio-Cultural Diversity on the Performance of Private Health Care Organizations in Kogi State
( 45 ) Analysis of Effect of Profitability, Capital, Risk Financing, the Sharia Supervisory Board and Capabilities Zakat in Islamic Perspective with Circular Approach Causastion on Islamic Banks in Indonesia
( 46 ) The Effect of Corporate Social Responsibility Disclosure on Corporate Financial Performance
( 47 ) Issues of Unemployment in Nigeria: Effect of Real Exchange Rate and Inflation Interaction
( 48 ) How can Female Executives Shape the Effectiveness of Executive Compensation?- A Multi-Dimensional Approach
( 49 ) The Effectiveness of the Production of Healthy Rice in Comparison with other Rice Varieties in the Upper Northern Region of Thailand
( 50 ) Externality Effects of Sachet and Plastic Bottled Water Consumption on the Environment: Evidence from Benin City and Okada in Nigeria
( 51 ) Evaluating the Effectiveness of CAPM and APT for Risk Measuring and Assets Pricing
( 52 ) Effect of Brand Enhancement on Buying Behavior towards the Sport Sponsorship Companies in Riyadh, KSA
( 53 ) Investigating the Environmental Effects of Economic Growth in African Economies
( 54 ) Effect of Savings Deposit Rate on Stock Market Capitalization in Nigeria: An Empirical Investigation
( 55 ) The Effects of Visual Merchandising and Price Sensitivity on Impulse Purchase Behaviour among Young Apparel Shoppers in Bangladesh
( 56 ) The Effects of Macroeconomic Variables on Bank Default: A Case Study in Brazil
( 57 ) Likely Effect of Gender and Education on Information Adoption and Utilization among Sugarcane Farmers in the Nyanza Region, Kenya
( 58 ) Non-Linear Effects of Intellectual Property Rights on Technological Innovation: Evidence from Emerging and Developing Countries
( 59 ) The Effect of Disruptive Factors on Inventory Control as a Mediator and Organizational Performance in Health Department of Punjab, Pakistan
( 60 ) International Financial Reporting Standards Adoption and Earnings Management: The Fundamental Effect Framework
( 61 ) Effect of Tax Administration on Tax Revenue of States in African Countries: Evidence from Nigeria
( 62 ) The Effect of Capital Structure Decisions on Profitability of Quoted Consumer Goods in Nigeria
( 63 ) The Internal Branding Process: Customer Reprofiling and Brand Positioning (Empirical Study on Traditional Snack Food in Bandung-Indonesia)
( 65 ) Critical Review of Literature on Brand Equity and Customer Loyalty
( 68 ) Emergent Behavior of “Rational” Agents in Some Forgotten N-Person Games
( 70 ) An Analysis of Purchase Behavior of Generation Y in Kenya
( 71 ) Implications of Accountants Unethical Behavior and Corporate Failures
( 72 ) Profitability Behavior of Plastic Industries in Indonesia
( 75 ) An Enquiry into the Contributions of Microfinance Institutions Towards the Development of Small Scale Business in Nigeria
( 76 ) Quality Management Practices towards Customer Satisfaction in Local Authority Public Services Website
( 77 ) Managing Public Perception towards Local Government Administration
( 78 ) A Factor Analysis Approach Towards a Study of the Factors Affecting Students’ Choice of Higher Education Institution: A Case Study of a Private Institution (Twintech International University College of Technology)
( 79 ) The Importance of Public Administration Towards Achieving Good Governance for Positive National Development by Using SmartPLS 3
( 80 ) Conceptualisation of Lack of Discipline and Probity as the Main Cause towards Good Governance Practice
( 81 ) Assessing the Perceived Value of Customers for being Satisfied towards the Sustainability of Hypermarket in Malaysia
( 83 ) Self-Efficacy and Entrepreneurial Mindset: Towards Societal Re-Engineering
( 84 ) Developing a Conceptual Model for Antecedents of Resistance to Change towards Sustainable Construction Practices
( 85 ) Towards a Proposal of a Local Authority Model Based on the Systemic Approach
( 86 ) A Process Model for Conformance of Health Information Systems: Towards National Interoperability
( 87 ) Contemporary Approach to Enhanced Road Transport System in Nigeria Through the Application of It-Based (Online) Bus Ticketing and Payment System
( 88 ) Impact of Labour, Capital and Human Resources in Productivity of Transport Firms in Nigeria
( 89 ) A Review on EU Transportation Projects within the Case of Turkey for European Union Regional Development Policy