Publicação
The Influence of Sponsorship on Purchase Intent: Oakley Brand Case Study
| Resumo: | The income of the sponsorship activities is a theme that requires attentiveness at the time of their implementation. The effectiveness of sponsorship and the perceptible contribution to the organization are significant points to the sponsoring entity. It is expected that contribute to the success of its business performance and the proper fulfillment of its goals. Oakley, a brand recognized for its optical products and services, uses sports sponsorship as its dominant marketing and communication tool. This work aims to understand the impact of Oakley sponsorship on the purchase intention of Portuguese consumers. Through a survey, it intends to study the brand recognition in sports events, as well as the consumer’s attitude and engagement to the brand. |
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| Autores principais: | Macedo, António |
| Outros Autores: | Pereira, Manuel Sousa; Rodrigues, Helena Sofia |
| Assunto: | Sponsorship Buy intention Oakley Sporting events Consumer engagement Purchase intent |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | capítulo de livro |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | Universidade de Aveiro |
| Idioma: | inglês |
| Origem: | RIA - Repositório Institucional da Universidade de Aveiro |
| Resumo: | The income of the sponsorship activities is a theme that requires attentiveness at the time of their implementation. The effectiveness of sponsorship and the perceptible contribution to the organization are significant points to the sponsoring entity. It is expected that contribute to the success of its business performance and the proper fulfillment of its goals. Oakley, a brand recognized for its optical products and services, uses sports sponsorship as its dominant marketing and communication tool. This work aims to understand the impact of Oakley sponsorship on the purchase intention of Portuguese consumers. Through a survey, it intends to study the brand recognition in sports events, as well as the consumer’s attitude and engagement to the brand. |
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