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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

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Article History:

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


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.


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


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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.


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