Effect of Brand Enhancement on Buying Behavior towards the Sport Sponsorship Companies in Riyadh, KSA
Authors
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Iyad A Al-Nsour
Department of Advertising and Marketing Communication, College of Media and Communication Al- Imam Mohammad Ibn Saud Islamic University, Riyadh, KSA
https://orcid.org/0000-0002-1364-5639
DOI:
https://doi.org/10.18488/journal.62.2020.72.110.119Abstract
The study aims at measuring the effect of the brand enhancement on the buying behavior toward the sponsor companies in Riyadh as well as determining the statistical differences in the brand enhancement and buying the brand according to demographics such as gender, education and age. The research population consists of all Saudi fans of the sport activity in Saudi Arabia. The total research population in Riyadh 2017 reaches 1.32 million. The purposive sampling method is used and the calculated sample size reaches 385 of the sports audience. The study concludes that brand enhancement has a positive significant effect on buying the brand of the sponsor companies. The study finds that there are no statistical differences in rand enhancement and buying the brand according to all demographical variables. Finally, the study suggests a set of recommendations and implications that support the brand enhancement of the sponsor companies in Riyadh city.
