Consumers' awareness of sport sponsorship in the Singapore grand prix 2013

• Main Author: Pun, Jia Hua
• Other Authors: Pyun Do Young
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business::Marketing::Management
• Online Access: http://hdl.handle.net/10356/59159
• Institution: Nanyang Technological University

With an increase in emphasis on sport events in Singapore, sport sponsorship has been on the rise. This may help to bring about brand awareness, which may ultimately affect consumer purchase intention. This study thus aimed to examine the effectiveness of sport sponsorship in the Singapore Grand Prix by testing consumers’ brand awareness of the sponsors of the event. The recall and recognition rates were examined using 213 respondents, of which 63.8% were females and 36.2% males. Results of the independent samples T-tests showed no significant differences between both duration and frequency of exposure and, recall and recognition rates. This study will help marketers to determine and develop an effective marketing strategy by advertising through sport with the use of sport sponsorship.