Event sponsorship : an investigation of imagery strategies influencing goodwill in Gen Y

• Main Authors: Chai, Yi Rong, Eu, Sin Yi, Tan, Kelly Li Geok
• Other Authors: Lam Shun Yin
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/51405
• Institution: Nanyang Technological University

Generation Y has increasingly been an important target market for numerous marketers. With the oversaturation of marketing messages on social media frequented by Generation Y, event sponsorship an unconventional marketing strategy, is essential in building long-term and highly emotional brand associations in their minds. The study of imagery strategies which has long been neglected since 1990s would be studied contemporary in the context of print media used in sponsorship, to provide new insights about its effectiveness in eliciting goodwill and purchase intention. Surveys were conducted with 228 respondents and the results indicated that imagery strategies namely instruction to imagine and pictorial material are effective in eliciting goodwill and purchase intention. With that, recommendations on how marketers can exploit the strategies are proposed.