TY - JOUR
T1 - Sports sponsorship effects on customer equity
T2 - An asian market application
AU - Liu, Honglei
AU - Kim, Kyung Hoon
AU - Choi, Yung Kyun
AU - Kim, Sang Jin
AU - Peng, Siqing
N1 - Publisher Copyright:
© 2015 Advertising Association.
PY - 2015
Y1 - 2015
N2 - The authors of this study investigate sponsorship effects on customers in Korea and China, specifically to determine whether current sponsorship research applies to Asian countries and whether the model is significantly different between Korea and China. For this purpose, 251 Koreans and 309 Chinese participated in a survey. The findings suggest that appropriate fit between the sponsor and the sports event enhances brand loyalty and customer equity by positively influencing attitude toward the sponsor and brand image. However, in China, the sponsor’s fit did not directly impact brand image. As expected, sporting event experience search positively affects attitudes toward the sponsoring brand, which enhances brand image. Koreans’ more favourable attitude toward the sponsoring brand positively influences their brand preference, but favourable attitude does not significantly affect Chinese consumers’ perceived congruency with a product. Brand image positively impacted brand preference, and therefore confirms brand personality’s congruence effect in both countries. Both brand image and brand preference directly and positively enabled brand loyalty to develop more favourable customer equity. Koreans, however, showed higher effects in the relationships between brand image and brand loyalty and between brand loyalty and customer equity.
AB - The authors of this study investigate sponsorship effects on customers in Korea and China, specifically to determine whether current sponsorship research applies to Asian countries and whether the model is significantly different between Korea and China. For this purpose, 251 Koreans and 309 Chinese participated in a survey. The findings suggest that appropriate fit between the sponsor and the sports event enhances brand loyalty and customer equity by positively influencing attitude toward the sponsor and brand image. However, in China, the sponsor’s fit did not directly impact brand image. As expected, sporting event experience search positively affects attitudes toward the sponsoring brand, which enhances brand image. Koreans’ more favourable attitude toward the sponsoring brand positively influences their brand preference, but favourable attitude does not significantly affect Chinese consumers’ perceived congruency with a product. Brand image positively impacted brand preference, and therefore confirms brand personality’s congruence effect in both countries. Both brand image and brand preference directly and positively enabled brand loyalty to develop more favourable customer equity. Koreans, however, showed higher effects in the relationships between brand image and brand loyalty and between brand loyalty and customer equity.
KW - Asian consumers
KW - Attitude toward sponsor
KW - Brand image
KW - Brand loyalty
KW - Customer equity
KW - Sponsorship event congruence
KW - Sporting event experience search
UR - http://www.scopus.com/inward/record.url?scp=84926385505&partnerID=8YFLogxK
U2 - 10.1080/02650487.2014.994801
DO - 10.1080/02650487.2014.994801
M3 - Article
AN - SCOPUS:84926385505
SN - 0265-0487
VL - 34
SP - 307
EP - 326
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 2
ER -