Music sponsorship

: evaluating the effect of sponsors in portuguese music festivals on brand valuations and purchase intention : examining the moderating role of naming sponsorships

Abstract

Purpose – Sponsorships are an increasingly important asset for brands, providing opportunities for consumer­brand relationships. Although there is plenty of research regarding sponsorships, there is a gap in literature in what concerns music festivals, as well as the impact of sponsorships on purchase intention and brand valuations. Therefore, the purpose of this paperis to study the effect of Portuguese music festivals brand sponsorship on brand image, brand loyalty and purchase intention, while exploring the moderating effect of naming sponsors. Methodology – An online survey was conducted in order to evaluate whether a sponsor has a direct positive impact on brand image, brand loyalty and purchase intention. The respondents were randomly assigned to one of three scenarios – No Sponsorship, Naming Sponsorship and Non­naming Sponsorship – and comparisons between groups were made. Within a total of 208 respondents, a control group of 70 people was not exposed to sponsorship, while the remaining 138 participants were exposed to some type of sponsorship. Findings and Conclusions – Through analyzing the results, it was possible to conclude that sponsorship has a positive direct impact on brand image. Even though a positive direct impact of sponsorships on brand loyalty and purchase intention was not validated, it was corroborated that naming sponsorship has a moderating effect on the relationships between sponsorship and brand image, brand loyalty and purchase intention. In sum, this dissertation represents an important contribution to literature and confirms the effectiveness of sponsorships, particularly naming sponsors, in providing an experience that impacts the festival audience and benefits brands.

Date of Award	28 Jan 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Maria Estarreja (Supervisor)