1887

n Acta Academica - Gender, purchase intention and sponsor image : a case study of the 2003 Cricket World Cup

Volume 37, Issue 3
  • ISSN : 0587-2405

Abstract

This study examines the influence of gender and recall in terms of sponsor image and purchase intention in relation to the four international sponsors of the 2003 Cricket World Cup (CWC 2003). The research was conducted six months after the CWC 2003 among 120 university students. The hypothesis was that consumers who correctly recalled a particular brand as one of the four global sponsors of CWC 2003 would have a more positive image of that brand and a stronger intention of purchasing it than those who were not able to recall the brand as a sponsor. The findings supported this hypothesis for only one of the sponsor brands, namely LG. They also identified sizeable differences in the correlation between sponsor image and purchase intention for respondents in the two recall groups. Male and female respondents differed in their ability to recall two of the sponsor brands, but no gender differences were found in their scores on sponsor image or purchase intention. End

<b>Gender, aankoopvoorneme en die beeld van borge : 'n gevallestudie van die 2003 Krieketwêreldbeker</b> <br>Die invloed van geslag en herroepvermoë op die beeld van 'n borg en op die aankoopintensies van verbruikers ten opsigte van die vier internasionale borge van die 2003 Krieketwêreldbeker is in hierdie studie ondersoek. Die navorsing is ses maande na die einde van die 2003 Krieketwêreldbeker onder 120 universiteitstudente gedoen. Die hipotese is gestel dat verbruikers wat 'n bepaalde handelsmerk korrek as 'n algemene borg van die 2003 Krieketwêreldbeker kon herroep, 'n positiewer beeld van die betrokke handelsmerk sou hê en ook 'n sterker aankoopintensie teenoor die handelsmerk sou openbaar. Die hipotese het slegs vir een van die borge gegeld. Die resultate dui wel op beduidende verskille in die korrelasie tussen die beeld wat verbruikers van 'n borg het en hul aankoopintensie vir respondente in die twee herroepgroepe. Mans en vroue se vermoë om borge te herroep het beduidend vir twee van die handelsmerke verskil, maar wat die respondente se beeld van die borge of hul aankoopintensies betref, was daar geen verskil tussen die twee geslagte nie. End

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/content/academ/37/3/EJC15333
2005-12-01
2019-08-26

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