Effect of Event Sponsorship on Students

Effect of Event Sponsorship on Students

Khaled Mahmud

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Tazbin Zaman Shouro

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University of Dhaka

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Abstract

Among all other marketing stunts, sponsorship is a popular one. Due to the increasing student population, the local and multinational companies have a unique opportunity to capture the attention of a massive customer base, to deliver superior value and retain them for life. Here, the influence of event sponsorships on students has been analyzed from some perspectives. It is seen that sponsorships are successful in their agenda of being remembered as a total of 41.8% of the students notice and remember them while 35.4% only notice but do not remember. Among various kinds of events, companies should mostly try to sponsor cultural events followed by sports and music events to get the most attention. As predictable, title sponsors are best remembered by most of the students (62.6%). Nonetheless, food/beverage sponsors are recalled better by a substantial portion which represents 24.5% of students. So, it is better to be a food/beverage sponsor if the company produces food/beverage. A large percentage of students (50.4%) tend to remember the name of the sponsor, but a small portion of them (26.7%) remember the company’s message.

References

17 Cites in Article

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Khaled Mahmud. 2019. \u201cEffect of Event Sponsorship on Students\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E2).

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GJMBR Volume 19 Issue E2

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-E Classification JEL Code: M39

Submission ReceivedDecember 14, 2018
Peer Review Double Blind
Handling Editor
Accepted January 5, 2019
Published January 15, 2019

Version of record

v1.2

Issue date

March 27, 2019

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Article Matrices

Total Score: 102

Country: Bangladesh

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Khaled Mahmud, Tazbin Zaman Shouro (PhD/Dr. count: 0)

View Count (all-time): 196

Total Views (Real + Logic): 2902

Total Downloads (simulated): 1401

Publish Date: 2019 03, Wed

Monthly Totals (Real + Logic):

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Total Views: 2902

Total Downloads: 1401

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