The study aims at diagnosing the impact of the sports sponsorship on the brand equity in the minds of Saudi sports audience as well as determining the statistical differences in using the sports sponsorship and brand equity according to some organizational and demographical variables. The research population consists of two sub-populations which are the sports journalists and the Saudi sports audience in the city of Riyadh. The purposive sampling method is used and the calculated samples size reaches 40 of Saudi sports journalists and 387 of the sports audience. The study concludes that sport sponsorship has a positive significant effect on brand equity in the minds of the Saudi sports audience. The study finds that there are no statistical differences in using the sports sponsorship while such differences in brand equity are proved according to age. Finally, the study suggests a set of recommendations and implications that enhance the sport sponsorship in the Saudi market.
KEY WORDS: Sponsorship, Sports , Brand Knowledge, Brand Image, Mental Associations, Sports journalists, Sports Audience, Riyadh , KSA.
The study aims at determining the effect of sales promotion programs using main four programs - price discounts, free samples, buying vouchers and celebrities - on purchasing behavior of consumers in Saudi Arabia, as well as diagnosing the statistical differences in using the sales promotion programs according to the demographical variables of the consumer. The research population consists of all Saudi and non-Saudi buyers residing in the city of Riyadh reaches 3.874 million people in 2018. The unit sample represents the total number of Saudi and non-Saudi employees working in public and private sectors in the city of Riyadh. The proportional stratified sample is used and the calculated sample size is 387 employees. The study concludes that the sales promotion programs have a positive significant effect on the purchasing behavior of the consumer, and the price discount program is the engine program of purchasing behavior. The study finds that there are statistical differences in the perception of sales promotion programs according to age, education and marital status. Finally, the study recommends a set of implications that enhance the marketing communication uses and some recommendations are presented.
KEY WORDS: Sales Promotion, Purchasing Behavior , Hypermarkets , Riyadh , KSA.
Article History
KeywordsBrand enhancement Buying behavior Sport sponsorship Sponsor companies Riyadh KSA.
JEL Classification:Brand Enhancement, Buying Behavior, Sport Sponsorship, Saudi Arabia.The study aims at measuring the effect of the brand enhancement on the buying behavior toward the sponsor companies in Riyadh as well as determining the statistical differences in the brand enhancement and buying the brand according to demographics such as gender, education and age. The research population consists of all Saudi fans of the sport activity in Saudi Arabia. The total research population in Riyadh 2017 reaches 1.32 million. The purposive sampling method is used and the calculated sample size reaches 385 of the sports audience. The study concludes that brand enhancement has a positive significant effect on buying the brand of the sponsor companies. The study finds that there are no statistical differences in rand enhancement and buying the brand according to all demographical variables. Finally, the study suggests a set of recommendations and implications that support the brand enhancement of the sponsor companies in Riyadh city.
The study aims at measuring the influence of price discounts on the women’s contribution to the buying behavior of the Saudi family, as well as determining the statistical differences in price discounts and the contribution level according to the demographical variables. The research population consists of all Saudi women in Riyadh and the total research population reaches 2204529 women in 2016. The unit of analysis is the Saudi working and non-working women who lives in Riyadh, and over 19 years old. The equal random stratified sample method is used and the sample size is 390 women. The study concludes that the price discounts have a positive significant influence on women's participation in the buying behavior of the Saudi family. It is found that there are statistical differences in the awareness level of price discount and contribution level according to demographical factors. Finally, the study recommends and suggests a set of implications that enforce the role of women in the marketing communication campaigns.
KEY WORDS: Price Discounts, Saudi Women , Buying Behavior , Saudi Family, Riyadh.
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