The Effectiveness Of Sports Sponsorship: A Case Of A Football Match In Tunisia
DOI:
https://doi.org/10.14738/abr.22.54Abstract
Tunisian firms are progressively engaging themselves in sponsoring initiatives and reinforcing actions to attract their targets. This paper proposes to unravel how sports sponsoring is concretely implemented by Tunisian firms by examining its impact on consumer behavior. To this end, we opted for event sponsoring as our field of study. Our study empirically uses a questionnaire administered to 389 attendees of the Tunisia/Malawi soccer game. Our results indicate that aspects of brand equity produce value for consumers. Then, Tunisian firms benefit from developing sports sponsoring events.
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