The Impact of Sport Sponsorship on Brand Value: Evidence from Algeria

Abstract

The study aims to explore the influential relationship between sports sponsorship and brand value dimensions (consumer trends, brand image and loyalty to the mark). Non-random sample is used and 345 single surveys have been distributed in Algeria. Non-random sampling is any other kind of sampling. Such methods are often used for speed and convenience, and also they do not require a sampling frame. The result suggested that there is a significant impact of sports sponsors on consumer trends (cognitive component, emotional component, component behavior). Besides, there is another impact of sports sponsors towards the brand image of sporting event. The study also detected the impact of sports sponsors on the brand loyalty for sponsors of sporting event. On the other hand, with respect to the differences between sample answers, the results suggested that there are differences in the trends sample about the impact of sports sponsors brand value dimensions (consumer attitudes towards the brand, brand image, loyalty to the mark) depending on the demographic and functional variables (age, sex, educational level, profession, trader type).In summary, the study recommended to activate the sports sponsorship process by various communication devices such as advertising and public relations.