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

Michael Chih Hung Wang, Julian Ming Sung Cheng, Bernardinus M. Purwanto, Kuntari Erimurti

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)811-829
Number of pages19
JournalInternational Journal of Market Research
Volume53
Issue number6
DOIs
StatePublished - 1 Nov 2011

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