No abstract

This study was conducted using empirical data to examine objectives by adopting the perception of attendees towards sponsors. Three distinct forms based on Tomalieh (2016) which proposed the relationship between brand knowledge, event sponsor-fit and attitude towards events to purchase intention was adapted. How consumers experience an event can also have a powerful influence over their purchasing intention behavior. Outcome of this study concludes that attitude towards the event is the most important factor and has a much more significant relationship towards purchase intention when compared with other variables. This factor refers to how event attendees perceive an event sponsor. This study adds to the body of knowledge by providing new data and empirical insight on the relationship between event sponsorship factors and purchase intention specifically for the event industry in Malaysia. For future studies, it is recommended that comparative studies with other industries as well as other developing and developed economies be carried out.

No abstract

The reciprocity practice between sponsored body engagements and image improvements represent the most important objectives for the company. Sponsorship openings is vital in developing the positive image strategies. The objective of this study is to analyze the growing importance regarding the influential relationship between sponsor image formations toward sponsor's image. It is pertinent to improve the utilization of to what extent the brand sponsorship affects the image of sponsoring bodies. This study will be conducted using empirical data to examine the relationship by adopting the criterion of sponsor image formation to result the improvisation of sponsor's image. Three distinct forms were taken based on proposition by Grohs & Reisinger (2014) of proposed relationship between event image, event sponsor-fit and event commercialization to sponsor's image. This paper concludes with some reasons for the findings, implications for the choice and design of sponsorships, and further areas for research.

Objective - The objective of this research is to analyse the reward preferences of Generation X and Generation Y in the workplace Methodology/Technique - This research was conducted using the qualitative method. In-depth interviews were done to gain a deeper understanding of the phenomenon. Findings - One of the main findings is that Generation Y prefers non-monetary rewards over monetary. The findings will be able to help organisations to cater the demands of its employees that are predicted to consist of Generation Y in the near future. Novelty - This paper gains a deeper insight on the preference of Generation X and Generation Y in terms of reward preferences in the workplace. This paper contributes to the management literature and provides insights on what employees from different generations prefer to provide them with job satisfaction. Type of Paper : Empirical Keywords: Generation X; Generation Y; Management; Monetary; Non-monetary.