Impact of consumer involvement, positive emotion, and attitude toward Persian Gulf Cup on branding effectiveness of event sponsors

Sponsorship has definitely become one of the highest growing worldwide marketing practices. Business companies look sponsorship opportunities to actualize their overall organizational aims, marketing objectives, and promotional strategies, particularly to improve brand equity. The objective of this research was to examine the impact of consumers’ involvement, positive emotions, and attitude toward Persian Gulf Cup on the branding effects of the event. The participants were from university students Iran (n= 310) who had watched at least some coverage of Persian Gulf Cup (2013). A questionnaire has used for data collection and respondents were randomly selected to assess perceived branding. An analysis of the structural model, relating to respondent's involvement, positive emotional responses, and attitude toward the event, used to develop a model in Iran. The findings revealed that branding effects were positively associated with consumer's attitude toward the sponsored event.