Show simple item record

dc.contributor.authorVan Heerden, Neels
dc.contributor.authorKotzè, Theuns
dc.contributor.authorBruwer, Johan
dc.date.accessioned2017-09-07T08:51:26Z
dc.date.available2017-09-07T08:51:26Z
dc.date.issued2005
dc.identifier.citationVan Heerden, N., Kotzé, T., & Bruwer, J. (2005). Gender, purchase intention and sponsor image: a case study of the 2003 Cricket World Cup. Acta Academica, 37(3), 106-124.en_ZA
dc.identifier.issn0587-2405 (print)
dc.identifier.issn2415-0479 (online)
dc.identifier.urihttp://hdl.handle.net/11660/6829
dc.description.abstractEnglish:This study examines the influence of gender and recall in terms of sponsor image and purchase intention in relation to the four international sponsors of the 2003 Cricket World Cup (CWC 2003). The research was conducted six months after the CWC 2003 among 120 university students. The hypothesis was that consumers who correctly recalled a particular brand as one of the four global sponsors of CWC 2003 would have a more positive image of that brand and a stronger intention of purchasing it than those who were not able to recall the brand as a sponsor. The findings supported this hypothesis for only one of the sponsor brands, namely LG. They also identified sizeable differences in the correlation between sponsor image and purchase intention for respondents in the two recall groups. Male and female respondents differed in their ability to recall two of the sponsor brands, but no gender differences were found in their scores on sponsor image or purchase intention.en_ZA
dc.description.abstractAfrikaans:Die invloed van geslag en herroepvermoë op die beeld van ’n borg en op die aankoopintensies van verbruikers ten opsigte van die vier internasionale borge van die 2003 Krieketwêreldbeker is in hierdie studie ondersoek. Die navorsing is ses maande na die einde van die 2003 Krieketwêreldbeker onder 120 universiteitstudente gedoen. Die hipotese is gestel dat verbruikers wat ’n bepaalde handelsmerk korrek as ’n algemene borg van die 2003 Krieketwêreldbeker kon herroep, ’n positiewer beeld van die betrokke handelsmerk sou hê en ook ’n sterker aankoopintensie teenoor die handelsmerk sou openbaar. Die hipotese het slegs vir een van die borge gegeld. Die resultate dui wel op beduidende verskille in die korrelasie tussen die beeld wat verbruikers van ’n borg het en hul aankoopintensie vir respondente in die twee herroepgroepe. Mans en vroue se vermoë om borge te herroep het beduidend vir twee van die handelsmerke verskil, maar wat die respondente se beeld van die borge of hul aankoopintensies betref, was daar geen verskil tussen die twee geslagte nie.af
dc.language.isoenen_ZA
dc.publisherUniversity of the Free Stateen_ZA
dc.subjectInternational sporting eventen_ZA
dc.subjectCricket World Cup 2003en_ZA
dc.subjectSponsersen_ZA
dc.titleGender, purchase intention and sponsor image: a case study of the 2003 Cricket World Cupen_ZA
dc.typeArticleen_ZA
dc.description.versionPublisher's versionen_ZA
dc.rights.holderUniversity of the Free Stateen_ZA


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record