JER
Vol. 8 No. 2 (2025): September - February

Antecedents of Sponsorship-Brand Purchase Intention in Esports Tournaments

Riyadi, Ilham (Unknown)
Kurniawati, Kurniawati (Unknown)
Masnita, Yolanda (Unknown)

Article Info

Publish Date
30 Sep 2025

Abstract

The esports tournament industry is growing rapidly with an ever-increasing number of spectators and investors. This popularity opens up opportunities for brands to reach consumers through sponsorship. This study aims to identify the factors that affect the purchase intention of esports tournament fans toward sponsorship. This study uses a descriptive method with a quantitative approach. Data was collected through a questionnaire from 270 individuals who participated in or supported esports event tournaments. The results of the study show that esports fan identity, brand fan identity, Community and Sponsorship, satisfaction with the event, esports event attachment, and Attitude towards sponsorship affect Brand Purchase Intention.

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Journal Info
JER
Website

Abbrev

JER

Publisher

Universitas Muslim Indonesia

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Economic Resource_(JER) is open access. This journal is published in _ March & September. Journal of Economic Resources|e-ISSN 2620-6196] is a peer-reviewed journal published twice a year (March & September) by the Faculty of Economics and Business, Universitas Muslim Indonesia_UMI. Journal ...