Economic Thought and Practice, , 2026.
Preliminary communication
https://doi.org/10.17818/EMIP/2026/49
ENGAGING GENERATION Z THROUGH MUSIC: MUSIC FESTIVAL SPONSORSHIP AND INTENTION TO ADOPT BANKING SERVICES
Thu Thuy Pham
; Banking Academy of Vietnam, Hanoi, Vietnam
*
Hung Anh Pham
; Banking Academy of Vietnam, Hanoi, Vietnam
Minh Thuy Tien Nguyen
; Banking Academy of Vietnam, Hanoi, Vietnam
Thi Ngoc Bich Nguyen
; Banking Academy of Vietnam, Hanoi, Vietnam
Anh Linh Pham
; Banking Academy of Vietnam, Hanoi, Vietnam
Khanh Vy Nguyen
; Banking Academy of Vietnam, Hanoi, Vietnam
* Corresponding author.
Abstract
This study examines the relationship between music festival sponsorship and Generation Z consumers’ intention to adopt banking services in Vietnam. Drawing on the Stimulus-Organism-Response (SOR) framework, it investigates the relationships between brand–event congruence, event experience, sponsored event information, customer perception, and intention to adopt banking services. Data were collected from 300 respondents and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that brand–event congruence, event experience, and sponsored event information are significantly and positively associated with customer perception, which is subsequently positively associated with intention to adopt banking services. This study extends the application of the SOR framework to banking sponsorship of youth-oriented cultural events in an emerging market. The findings offer practical insights for banks seeking to engage Generation Z consumers through experiential marketing and culturally relevant sponsorship strategies.
Keywords
music festival sponsorship; cultural event sponsorship; customer perception; intention to adopt banking services; experiential marketing
Hrčak ID:
352416
URI
Publication date:
23.10.2026.
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