The Influence of Sponsor-Event Congruence in Sponsorship of Music Festivals

The Influence of Sponsor-Event Congruence in Sponsorship of Music Festivals

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This paper focuses the research on the Influence of Sponsor-Event Congruence toward Brand Image, Attitudes toward the Brand and Purchase Intention. Having reviewed the literatures and arranged the hypotheses, the data has been gathered by distributing the questionnaire to 155 audiences at the Java J...

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Bibliographic Details
Main Authors: Penny Hutabarat, Gita Gayatri
Format: Article
Language:English
Published: Universitas Indonesia 2014-04-01
Series:South East Asian Journal of Management
Subjects:
Sponsor-event congruence
Congruency
Fit
Brand image
Attitudes to- ward the brand
Purchase Intention 
Online Access:http://journal.ui.ac.id/index.php/tseajm/article/viewFile/3101/2432

Internet

http://journal.ui.ac.id/index.php/tseajm/article/viewFile/3101/2432

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