The Impact of Corporate Sponsorship of Special Events on Brand Equity and  Brand Loyalty:

Al-Dahrawi, Muhammad Fouad Muhammad; Bayoumi, Hanaa Hamdi Ahmed

doi:10.21608/ejsc.2023.314904

The Impact of Corporate Sponsorship of Special Events on Brand Equity and Brand Loyalty:

Document Type : Original Article

Authors

¹ Assistant Professor, Department of Public Relations and Advertising, Faculty of Mass Communication - Al-Azhar University

²  Lecturer, Department of Public Relations and Advertising, Faculty of Mass Communication - Cairo University

10.21608/ejsc.2023.314904

Abstract

The study aimed to measure the impact of corporate sponsorship of the FIFA World Cup 2022 on the brand Equity and loyalty to it by using a questionnaire tool, and applied on an available deliberate sample of 500 individuals from The followers of 2022 FIFA World Cup, during the period from December 1th to December 22th, 2022. The study concluded several results, which the most important are:

The first hypothesis was proved, it was about that there is a significant effect of sponsoring the event in its four dimensions (attitude towards the event, emotions towards the event, engagement with the event, compatibility of the event with the brand) on the brand Equity.
The second hypothesis was proved, it was about that there is a significant effect of sponsoring the event in its four dimensions (attitude towards the event, emotions towards the event, engagement with the event, compatibility of the event with the brand) on the brand Loyalty was proved.
The third hypothesis was partially proved, which assumed that there are statistically significant differences between the demographic characteristics of the respondents and the brand awareness of the companies sponsoring the 2022 World Cup.
The fourth hypothesis has been proven correct, it was about that there are statistically significant differences between the demographic characteristics of the respondents and brand loyalty.
The fifth hypothesis was proved, it was about that there is a statistically significant correlation between event exposure intensity and brand Equity.
The sixth hypothesis was proved, which assumed that there is a statistically significant correlation between event exposure intensity and brand Loyalty.

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