Effect of Sponsor-Event Fit on Company’s Decision to Sponsor Sport Event

Castyana, Billy and Hartono, Mugiyo and Iskandar, Rizqi (2021) Effect of Sponsor-Event Fit on Company’s Decision to Sponsor Sport Event. In: ISMINA 2021, 28-29 April 2021, Semarang, Central Java, Indonesia.

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Abstract

According to Speed, Richard, and Thompson, one of influencing factors of company to sponsor sport event is sponsor-event fit. This factor shows how congruence is event vision and company goal, where they will, not only, share their assets but also share their visions. This descriptive quantitative research used survey as its method with variables were goal, logo, suitability, market, brand positioning, and comany’s decision. Population were decision maker of companies which ever become sport event, such as head of company, finance manager, and marketing manager. With purposive sampling method as sampling technique, this research also used modification 4 points likert scale quetionnaire as its instrument. From analysis data which used regression analysis, significance data showed .021 and its < .050 so sponsor-fit event have effect on the company’s decision.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: sport management sport sponsorship sport event
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 16 Dec 2021 10:50
Last Modified: 16 Dec 2021 10:50
URI: https://eprints.eudl.eu/id/eprint/9270

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