Demographic differences on sponsorship effectiveness of SEA Games 2015

• Main Author: Chua, Woon Yang
• Other Authors: Leng Ho Keat
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: DRNTU::Business::Marketing::Communication
• Online Access: http://hdl.handle.net/10356/66537
• Institution: Nanyang Technological University

The aim of the study is to identify demographic differences in brand recall and purchase intentions of SEA Games 2015 sponsors. This serves as a basis for potential sponsors to understand if their sponsorship will be more effective if their target audience belongs to a particular gender or age group. 151 random respondents from the general public in Singapore were surveyed six months after the conclusion of the SEA Games 2015 to identify their ability to recall sponsors and their purchase intentions towards the sponsors. Results state that there are no significant differences between genders or age groups for both brand recall and purchase intentions. This implies that companies should not be deterred from sponsoring sports events due to demographic factors. Future research can be conducted based on the longitudinal effects of sponsorship to understand if one-off events such as SEA Games 2015 is an effective platform for sponsorship. Keywords: Sponsorship, Brand Recall, Purchase Intention