• ISSN: 2301-3567
    • Frequency: Quarterly (2013-2014); Monthly (Since 2015)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms Jessica C. Xiao
    • Abstracting/ Indexing: Engineering & Technology Library,  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, Crossref, and ProQuest.
    • E-mail: joebm@ejournal.net
JOEBM 2017 Vol.5(2): 88-94 ISSN: 2301-3567
DOI: 10.18178/joebm.2017.5.2.492

Factors of Event Sponsorship Affecting Customer’s Brand Trust and Word of Mouth  A Case of Toyota, Vietnam

Mai Ngoc Khuong and Ngo Thi Kim Chau
Abstract— This research was conducted to examine how sport sponsorship affected customer’s brand trust and word of mouth towards the sponsor’s products. Quantitative approach was applied with 227 respondents who are customers of Toyota and sport fans watching V-league football champion in Binh Duong Province. The results supported the belief that marketing communication tools as sponsorship is suitable technique for Toyota because of development strongly brand trust and increasing recommendation for the sponsor’s product. In other words, the participants had positives attitude and strong connection between sponsor and sponsored event and it was suggested that practical implications for both sport sponsorship marketers and sponsors in order to maximize its value.

Index Terms— Sponsorship, sport event, brand trust, consumers’ word of mouth.

Mai Ngoc Khuong and Ngo Thi Kim Chau are with the School of Business, International University, VNU-HCM, Vietnam (e-mail: mnkhuong@hcmiu.edu.vn, kimchau1224@gmail.com).

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Cite: Mai Ngoc Khuong and Ngo Thi Kim Chau, " Factors of Event Sponsorship Affecting Customer’s Brand Trust and Word of Mouth  A Case of Toyota, Vietnam," Journal of Economics, Business and Management vol. 5, no. 2, pp. 88-94, 2017.

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