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The influence of sport sponsorship on brand equity and purchase behavior |
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| Authors: | Ch Tsordia D Papadimitriou P Parganas |
| Institution: | 1. Department of Business Administration, University of Patras, Rio, Greecetsordia@upatras.gr;3. Department of Business Administration, University of Patras, Rio, Greece;4. Department for Management of Science and Technology Development, Ton Duc Thang University, Ho Chi Minh City, Vietnam;5. Faculty of Business Administration, Ton Duc Thang University, Ho Chi Minh City, Vietnam |
| Abstract: | AbstractDrawing on Aaker’s brand equity model and Keller’s brand engagement concept and building on the sponsorship between a professional basketball club and a software company, this study examined how sport sponsorship affects brand equity and purchase behavior of the sponsor’s product. Data from 222 survey respondents were collected and analyzed using structural equation modeling techniques. The results provided evidence that perceived quality and brand engagement impact brand loyalty and purchase behavior of fans toward the sponsor’s product. Perceived fit between sponsor and sponsee and team identification were found to influence significantly sponsor’s brand equity constructs. The study extends Aaker’s model in the sport sponsorship context and highlights the influential role of perceived quality and brand engagement on driving sport team fans to form brand loyalty and purchase sponsor’s product. |
| Keywords: | Sport sponsorship brand equity brand loyalty purchase behavior brand engagement sport fans |