Investigating the effect of sponsorship activities on knowledge and attitude toward the brand of corporate sponsorship at scientific and technical event (case study fifth international conference on project management)
- Autores: Mahdi Ghanbari, Amir Roshan Bakhsh Ghanbari, Gholamhasan Fathali
- Localización: QUID: Investigación, Ciencia y Tecnología, ISSN-e 2462-9006, ISSN 1692-343X, Nº. Extra 1, 2017, págs. 2664-2672
- Idioma: inglés
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Resumen
the present study due to the increase in conferences and seminars in the country and the presence of various companies as sponsorships in this program, effect of sponsorship activities (sponsorship) on knowledge and attitude toward the brand of corporate sponsorship at scientific and technical event discussed. Research using empirical research (field) and the use of web-based questionnaire, among the audience Fifth International Conference on Project Management at intervals before and after the conference performed. The population of this study was registered at the conference. The sample was selected by simple random sampling method and sample size was 269 people. Cronbach's alpha for reliability and content validity for validity of questionnaire were used. The data collected was analyzed using SPSS software. The findings show that sponsorships activities at scientific and technical events, however, did not increase the component of brand awareness, but increasing brand awareness for companies that have little reputation. Also, sponsorship activities has not effect on promoting the attitude of the participants in the event than sponsorship brand. None of the factors influencing the awareness of the corporate sponsorship (audience conflict with an event, match between sponsorship and event, participants view in an event on the concept of sponsorships activities, attitude participating in the event) has not significant effect on awareness of corporate sponsorship, but awareness of the corporate sponsorship has impact on the awareness of company's brand.
