This paper studies about the brand image transfer through event sponsorship, with a case study of Habeco’s sponsorship for Happy Colour Run in Vietnam. Both brand image and event image, can be further divided into three constructs, which are functional, symbolic and experiential. The case study Happy Colour Run and Habeco was analyzed with the questionaire data gathered from participants of Happy Colour Run in Hanoi Capital, Ho Chi Minh city, and Da nang city. Research results show that event image has a positive impact on the sponsor’s brand image on all three constructs, which are functional, symbolic, and experiential. Besides, as a key variable in the brand image transfer through sponsorship, involvement with the sponsored event isat the same time a strong determinant of event exposure and a positive influencer on the sponsor’sbrand image. The article also gives managerial implications and suggestions for future research.
Volume 11 | 09-Special Issue
Pages: 266-274
DOI: 10.5373/JARDCS/V11/20192566