| Summary: | This study was conducted using empirical data to examine objectives by adopting the
perception of attendees towards sponsors. Three distinct forms based on Tomalieh (2016) which proposed
the relationship between brand knowledge, event sponsor-fit and attitude towards events to purchase
intention was adapted. How consumers experience an event can also have a powerful influence over their
purchasing intention behavior. Outcome of this study concludes that attitude towards the event is the
most important factor and has a much more significant relationship towards purchase intention when
compared with other variables. This factor refers to how event attendees perceive an event sponsor. This
study adds to the body of knowledge by providing new data and empirical insight on the relationship
between event sponsorship factors and purchase intention specifically for the event industry in Malaysia.
For future studies, it is recommended that comparative studies with other industries as well as other
developing and developed economies be carried out.
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