ABSTRACT
Sponsorship has become an integrated element of the modern marketing milieu. Over the last 15 years, corporate sponsorship spending has increased worldwide from US$13.4 billion in 1996 to US$55.3 billion in 2014. Sponsorship can be an effective tool for companies to raise brand awareness, enhance image, build relationships with target consumers, generate consumer purchase intentions, and boost consumer loyalty. The branding effectiveness of sponsorship can be conceptualized as the influence of sponsorship on the enhancement of customer-based brand equity. Brand awareness is related to the strength of a brand in a consumer's memory reflected by the consumer's ability to recall or recognize the brand under different conditions. Perceived quality is consumer's subjective judgment about a product's overall excellence. The ultimate goal of marketing is to increase sales and build brand loyalty. Involvement is defined as perceived relevance of the stimulus based on inherent needs, values, and interests.
