Examining the contribution of sport events sponsorship to brand image formation case study: Ooredoo Algeria

Abstract

In a context of intensified competition within the telecommunications sector, sports event sponsorship has emerged as a strategic communication tool enabling brands to strengthen their image and differentiate themselves from competitors. This study examines the contribution of brand dimensions induced by sports event sponsorship to the formation of brand image, using Ooredoo Algeria as a case study. Based on a quantitative method, a questionnaire was administered to 196 respondents who confirmed their exposure to Ooredoo’s sponsorship activities. In this context, the collected data were analyzed using the PLS-SEM tool. Accordingly, four sponsorship-induced dimensions were examined as independent variables, namely: sponsorship-induced brand awareness, sponsorship-induced perceived credibility, sponsorship-induced perceived quality, and sponsorship-induced emotional attachment. The findings of the study reveal that emotional attachment, perceived credibility, and perceived quality contribute significantly to the formation of brand image, whereas induced brand awareness did not produce a statistically significant direct effect. Therefore, these four dimensions collectively explain part of the variance in brand image, confirming that sports sponsorship shapes brand image mainly through affective mechanisms.