TY - JOUR
T1 - The Determinants of the Sports Team Sponsor's Brand Equity
T2 - A Cross-Country Comparison in Asia
AU - Wang, Michael Chih Hung
AU - Cheng, Julian Ming Sung
AU - Purwanto, Bernardinus M.
AU - Erimurti, Kuntari
N1 - Publisher Copyright:
© 2011 Market Research Society.
PY - 2011/11/1
Y1 - 2011/11/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85072736504&partnerID=8YFLogxK
U2 - 10.2501/IJMR-53-6-811-829
DO - 10.2501/IJMR-53-6-811-829
M3 - 期刊論文
AN - SCOPUS:85072736504
SN - 1470-7853
VL - 53
SP - 811
EP - 829
JO - International Journal of Market Research
JF - International Journal of Market Research
IS - 6
ER -