The main purpose of this study is to investigate whether the memory of title sponsor on the television program will influence sponsor brand attitude and purchase intention. In this study, we use snowball sampling to collect questionnaire through paper and website. We have 344 valid and 56 invalid questionnaires, and then use SPSS 19.0 statistical software to have descriptive analysis, reliability and validity analysis, one-way analysis of variance, regression analysis. The questionnaire includes three parts: "the attitude toward sponsor brand ", "the memories toward title sponsor of the program ", "the willingness to buy" scales.”
The results show that the memory toward the attitude toward sponsor brand and purchase intention does not have significant correlation. However, the attitude toward sponsor brand has significantly positive effects with purchase intention. We recommend that companies can take advantage of more special ways to improve the impression to higher consumer’s purchase intention.
