The Contribution of Event Marketing on Customer Purchase Intention: A Case of Bgi Beer Factory in Hawassa, Ethiopia

Abstract

This study investigates the contribution of event marketing on customer purchase intention, focusing on BGI Beer Factory in Hawassa, Ethiopia. Event marketing has emerged as a powerful promotional strategy, yet its influence on consumer behavior in emerging markets remains underexplored. The research examines five core variables—brand awareness, customer engagement, customer attitude toward the event, event-sponsor fit, and brand image—to assess their impact on customers’ intention to purchase. A mixed research approach was employed, integrating both quantitative and qualitative data to ensure a comprehensive analysis. The research design combined descriptive and explanatory methods to not only depict the current status of event marketing practices but also explain the causal relationships between the identified variables and purchase intention. A cross-sectional survey of 368 respondents was conducted through structured questionnaires. Data were gathered through a convenience sampling technique, involving 368 respondents who attended BGI-sponsored events, along with in-depth interviews conducted with key marketing personnel of the factory. Quantitative data were analyzed using statistical tools such as regression analysis and SPSS, while qualitative insights were thematically analyzed to enrich the findings. Regression analysis reveals that these factors collectively explain 93.1% of the variance. The results reveal that brand awareness, event-sponsor fit, and brand image have a statistically significant positive impact on purchase intention. Meanwhile, customer engagement and attitude toward the event serve as strong factors enhancing this effect. Furthermore, the study highlights how culturally relevant and emotionally resonant event experiences significantly shape brand perception and loyalty in the Ethiopian context. The findings suggest that companies like BGI can leverage well-structured event marketing strategies to cultivate deeper consumer relationships and drive purchase behavior. The study also provides strategic implications for marketing managers and brand strategists aiming to strengthen brand equity through experiential marketing channels.

Keywords: Event Marketing, Customer Purchase Intention, Brand Awareness, Customer Engagement, Event-Sponsor Fit, Brand Image.

DOI: 10.7176/NMMC/109-04

Publication date: October 31^st 2025