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

研究成果: 雜誌貢獻期刊論文同行評審

3 引文 斯高帕斯(Scopus)

摘要

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.

原文???core.languages.en_GB???
頁(從 - 到)811-829
頁數19
期刊International Journal of Market Research
53
發行號6
DOIs
出版狀態已出版 - 1 11月 2011

指紋

深入研究「The Determinants of the Sports Team Sponsor's Brand Equity: A Cross-Country Comparison in Asia」主題。共同形成了獨特的指紋。

引用此