The Determinants of the Sports Team Sponsor's Brand Equity: A Cross-Country Comparison in Asia

This research attempts to investigate the determinants of a sports team sponsor's brand equity and whether the proposed structural relationships vary across countries. Field data are collected from sports team fans in two Asian economies/countries, i.e. Taiwan and Indonesia. According to the fi...

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Veröffentlicht in:	International journal of market research 2011-11, Vol.53 (6), p.811-829
Hauptverfasser:	Wang, Michael Chih-Hung, Cheng, Julian Ming-Sung, Purwanto, Bernardinus M., Erimurti, Kuntari
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Comparative studies Corporate sponsorship Sports Teams
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description	This research attempts to investigate the determinants of a sports team sponsor's brand equity and whether the proposed structural relationships vary across countries. Field data are collected from sports team fans in two Asian economies/countries, i.e. Taiwan and Indonesia. According to the findings, in general, team identification and perceived congruence between the sponsor and the sponsored sports team affect the sponsor's credibility, which in turn has an impact on the sponsor's brand equity. ‘Country’ moderates the above structural relationships. However, the effects of team identification and perceived congruence on the sponsor's credibility do not receive supportive evidence in Taiwan and Indonesia respectively.
doi_str_mv	10.2501/IJMR-53-6-811-829
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source	Business Source Complete; SAGE Complete A-Z List
subjects	Brand equity Comparative studies Corporate sponsorship Sports Teams
title	The Determinants of the Sports Team Sponsor's Brand Equity: A Cross-Country Comparison in Asia
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