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Papers by nguyen Dinh Toan
VNU JOURNAL OF ECONOMICS AND BUSINESS
This research is to investigate the impact of event sponsorship on consumers’ brand loyalty throu... more This research is to investigate the impact of event sponsorship on consumers’ brand loyalty through attitudes toward sponsoring brand and sponsored event. Structural equation modelling (SEM) was conducted to test hypotheses with the survey data of 282 Vietnamese youth who have ever watched and followed the Rap Viet 2020 event. The findings indicated that congruity between event image and sponsoring brand image, self-congruity with sponsoring brand image, and attitude towards sponsored event had a significant positive effect on attitude towards sponsoring brand. Attitude towards sponsoring brand, self-congruity with sponsoring brand image, and self-congruity with event image had a significant positive effect on brand loyalty. Congruity between event image and sponsoring brand image, self-congruity with sponsoring brand image, and self-congruity with event image had a significant positive effect on sponsored event attitude. The congruity between event image and sponsoring brand image,...
VNU JOURNAL OF ECONOMICS AND BUSINESS
This research is to investigate the impact of event sponsorship on consumers’ brand loyalty throu... more This research is to investigate the impact of event sponsorship on consumers’ brand loyalty through attitudes toward sponsoring brand and sponsored event. Structural equation modelling (SEM) was conducted to test hypotheses with the survey data of 282 Vietnamese youth who have ever watched and followed the Rap Viet 2020 event. The findings indicated that congruity between event image and sponsoring brand image, self-congruity with sponsoring brand image, and attitude towards sponsored event had a significant positive effect on attitude towards sponsoring brand. Attitude towards sponsoring brand, self-congruity with sponsoring brand image, and self-congruity with event image had a significant positive effect on brand loyalty. Congruity between event image and sponsoring brand image, self-congruity with sponsoring brand image, and self-congruity with event image had a significant positive effect on sponsored event attitude. The congruity between event image and sponsoring brand image,...