The Impact of Sport Sponsorship on Brand Equity and Sales
| Autor: | LI-HsinChen, 陳立馨 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Sponsorship has been the most rapidly growing method of marketing in the past 30 years, and the previous literatures found that sponsorship is good for the brand and financial performance of sponsors. Therefore, this study is trying to investigate whether the expenditure of sport sponsorship will influence brand equity and sales. Moreover, we will evaluate the moderating effect of economic cycle, firms’ growth opportunities and ambush marketing. In order to understand above topics, we examined corresponding references, established research framework, and analyzed 67 secondary data. The conclusions are as follows: (1) The higher the expenditure of sport sponsorship, the more the brand equity increases. However, the expenditure of sport sponsorship does not have significant impact on sales. (2) The moderating effect of economic cycle is not significant on brand equity and sales. (3) Firms’ growth opportunities positively influence the relationship between sponsorship expenditure, brand equity, and sales. (4) Ambush marketing decreases the impact of sponsorship expenditure on brand equity, but does not have significant moderating effect on sales. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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