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BukuAnalysis of The Effectivity of Sponsorship Exposure on The Shopee’s Brand Image: Case on Indonesia Football League One Event
Bibliografi
Author: Sanie, Susy Yunia Rahmawidjaja ; Darmoyo, Syarief ; Bastian, Johannes
Topik: Event image; Event-sponsor fit; Sponsorship exposure; Brand image; Shopee Liga 1; E-commerce sponsorshipage
Bahasa: (EN )    
Tahun Terbit: 2025    
Jenis: Naskah Karya Ilmiah (NKI) dengan Registrasi Karya Ilmiah (RKI)
Fulltext:
Abstract
This study investigates the effect of event image and event-sponsor fit on brand image, with sponsorship exposure examined as a moderating variable in the context of Shopee Liga 1. Data were collected from 207 respondents who both watched Shopee Liga 1 and used the Shopee application, employing purposive sampling. The analysis was conducted using Macros Prosess SPSS regression with moderation techniques and simple slope analysis. The findings show that both event image and event-sponsor fit have a positive and significant effect on brand image. Sponsorship exposure moderates these relationships, but with a nuanced effect: the impact of event image on brand image is significant only among audiences with low sponsorship exposure, while the effect of event-sponsor fit on brand image is stronger among viewers with low sponsorship exposure compared to those with high exposure. These results highlight the role of sponsorship exposure in shaping consumer perceptions and suggest that excessive exposure may diminish the authenticity of sponsorship effects. The study contributes to the literature on sponsorship effectiveness in the Indonesian e-commerce context, providing insights into how sponsorship strategies in sports can shape consumer perceptions of digital marketplace brands.
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