The Moderating Role of Attitude on the relationship between perceived value and Event Marketing: Marketing practitioner perspective

Abstract

Sponsorship has undeniably become one of the fastest growing global marketing practices. Business corporations seek sponsorship opportunities to actualize their overall Organizational objectives, marketing goals, and promotional strategies, particularly to enhance brand, . Therefore This study aimed to examine the influence of perceived value on adopting event marketing and the moderating role of marketers attitude. After literature review a model and hypotheses of the study have been built, also a questionnaire has been designed depending on previous studies and Exploratory Study conducted on (7)Sudanese Companies For testing the variable from the Sudanese marketing Practitioners perspective , the questionnaire designed for collection the data from no probability sample include (155) Respondents represent marketing and sales managers . the response rate was (90.6%). a several statistical methods used including (Cronbach's alpha, Exploratory, and confirmatory factor analysis, and SEM, regression analysis)The Study reveal out a several Findings (economic benefits effect on evaluation of events, benefits of customer acquisition positively effect on evaluation, social benefits negatively impact on evaluation of events, benefits of customer acquisition have negative impact on sponsorship, Attitude strengthens positive relationship between economic benefits and selection, in addition to the study have theoretical and practical implication , although the study have some limitations and Direction for future research.