Impact of consumer involvement on branding effectiveness of event sponsors via attitude toward football Persian Gulf Cup

Sponsorship has definitely become one of the highest growing global marketing practices. Business companies look sponsorship opportunities to actualize their general marketing objectives particularly to improve brand equity. The purpose of this research was to examine the impact of consumers’ involvement and attitude toward Persian Gulf Cup on the branding effects of the event. The participants has selected from university students Iran (n= 330) who had watched at least some coverage of Persian Gulf Cup (2012). Samples were randomly selected to assess perceived branding. The structural equation modeling (SEM) used to develop a model in Iran. The result show ed that consumer involvement has indirect effect on branding effects. The relationships documented in this study can be used to make brand equity of the event and its brand extension thus has managerial implications for event organizers and sponsors. Furthermore, sponsorship offers an opportunity for marketers to make and deliver value added customer experiences.