Sponsorship─a Magic Formula for a Brand?

• Main Authors: Yu-Chi Lai, 賴宥吉
• Other Authors: Yueh-Chin Chen
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/42573270048014120837

碩士 === 朝陽科技大學 === 應用外語研究所 === 100 === Sports sponsorship has gained great attention of the researchers and marketing managers in the recent decade. However, there has not been enough research on the effect of fit between an event sponsored and a sponsor on brand equity of the sponsoring corporation. In the meantime, the effect of participants’ satisfaction towards the event sponsored has yet to be examined. This research aims to explore the relationships among fit, satisfaction, brand equity, purchase intentions and involvement. Qualitative and quantitative methods were adopted in this research. The former interviewed a vice-general manager of a sponsoring corporation to understand why a corporation was willing to sponsor sports events; the latter distributed a total of 300 questionnaires to participants who had taken part in two marathons sponsored by Chunghwa Telecom and Mizuno respectively. The finding indicated that fit between a sports event sponsored and a sponsoring corporation had a positive influence on the brand equity of a sponsoring corporation and further enhance participants’ purchase intentions. However, participants’ involvement in sport and sports events failed to mediate the relationship between brand equity and purchase intentions. A final conclusion was that before engaging in sports sponsorship, sponsoring corporations should take into account fit between sports events sponsored and the sponsor. In addition, participants’ satisfaction toward the event sponsored should also be carefully dealt with in the process of holding a sports event.