The Influence of Consumer Feedback on the Purchase Intention of Official Product Sponsors in Sports Event Sponsorship

Longfei Ma; Thanaphon Ratchatakulpat; Gumporn Supasettaysa

doi:10.54097/e20bw138

Authors

Longfei Ma
Thanaphon Ratchatakulpat
Gumporn Supasettaysa

DOI:

https://doi.org/10.54097/e20bw138

Keywords:

Sports event, consumer, feedback, official product, purchase intention.

Abstract

Sports event sponsorship has emerged as a vital marketing strategy for modern enterprises, with its effectiveness fundamentally determined by how consumer feedback translates into concrete purchasing actions. As the sports industry continues to thrive, sponsors now prioritize measurable commercial returns over mere brand exposure. This study examines how consumer feedback influences purchasing decisions among official product sponsors in sports sponsorship through market practices, aiming to provide theoretical foundations for developing actionable marketing strategies.

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