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
,
Ngo Thi Kim Chau
- School of Business, International University, VNU-HCM, Vietnam.
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.
Keywords
- Sponsorship
- sport event
- brand trust
- consumers’ word of mouth
How to 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. https://doi.org/10.18178/joebm.2017.5.2.492
Copyright & License
Copyright © 2017 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).