Measuring sponsorship effects on consumer purchasing intentions.

Abstract

In this paper the role of sponsorship in achieving the managerial goals of a firm is studied. In addition, it is examined whether sponsorship can be attributed to the Public Relation Theory and Practice. A survey is conducted and a questionnaire was distributed to consumers living in Athens in order to examine whether firms, which use sponsorship as a strategic tool aiming to form relationships with the consumers, actually achieve their goal. The questionnaires which were distributed to the consumers were statistically processed using SPSS. Various aspects which may affect a firm’s managerial decision in undertaking sponsorships are analyzed. The obtained results are also used to investigate whether there is a connection between the organizational goals (related to sponsorship) and consumers’ behavioral/purchasing intentions.