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The Impact of Sport Financial Sponsorship on Brand Equity and Performance: Structural Equation Modeling (SEM) Approach
- Source :
- Annals of Applied Sport Science, Vol 7, Iss 3, Pp 1-9 (2019)
- Publication Year :
- 2019
- Publisher :
- CMV Verlag, 2019.
-
Abstract
- Background. Sport financial sponsorship can offer sport marketers the opportunities to address new audiences and enhance brand equity and companies’ performance. Objectives. The purpose of the current study was to develop a model for the role of sport financial sponsorship on brand equity of Yazd ceramic and tile companies. Methods. The current study was conducted with a survey method. Standard sport financial sponsorship and brand equity questionnaires were used as measurement tools to assess the subjects. Data analysis was conducted both descriptively and inferentially. Results. The results of the data analysis revealed that sport financial sponsorship has a significant positive effect on brand equity, and brand equity, in turn, has a significant positive impact on companies’ performance. Conclusion. It seems that due to the nature of the exercise and its effectiveness in promoting the sponsor company, it has a positive influence on developing brand equity of companies. It was found that proper behavior of members of the board of directors of companies towards their brand facilitates this process.
- Subjects :
- lcsh:Sports
Philosophy of sport
Kinesiology
business.industry
Kinanthropometry
Physical Therapy, Sports Therapy and Rehabilitation
brand equity
Public relations
Sociology of sport
Sports biomechanics
Military sports
ceramic and tile companies
lcsh:GV557-1198.995
sports financial sponsorship
Tourism, Leisure and Hospitality Management
Orthopedics and Sports Medicine
Brand equity
lcsh:Science (General)
Psychology
business
Sport management
performance
Applied Psychology
Social Sciences (miscellaneous)
lcsh:Q1-390
Subjects
Details
- ISSN :
- 23224479 and 24764981
- Volume :
- 7
- Database :
- OpenAIRE
- Journal :
- Annals of Applied Sport Science
- Accession number :
- edsair.doi.dedup.....181c520c99781e4e46ac8c7e05fa2f63