The Effect of Sponsorship on Sponsor Customer based-Brand Equity (Case Study: Mahram basketball team spectator matches)

Document Type : Research Paper

Authors

Abstract

Sport environments to advertise goods and services are the most appropriate environments. On one hand, sport has very contact and other various media are very interested in activities in sport. For this reason, many investors are interested in investing in this environment, but whether this activity was effective or not , the answer to the question will continue presence venture capital. The purposes of this study were to determine the effectiveness of sponsorship on Mahram brand equity as sport sponsorship. The method of research was correlation- survey conducted. The population sample consisted of 272 fans of Mahram basketball team matchs in  the Premier League   1391. Research tool was researcher made questionnaire with 69 closed questions. Cronbach's alpha reliability test was up to 0/92 . In this study sponsorship has a significant effect on 6 factors that predicting customer based on brand equity (CBBE). The 6 factors are, salience, brand image, performance ,judgment ,feeling and resonance that have a direct effect on brand equity. The binomial test status and financial support to all elements of each factor has a significant effect . Mahram sponsorship has a positive effect on customer-based brand equity. So that the current stuation mahram brand equity, Mahram managers are able to adopt proper policies to promote their brand.

Keywords

References

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Applied Research in Sport Management
Volume 4, Issue 2 - Serial Number 14
December 2016
Pages 87-101

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History

  • Receive Date: 02 July 2014
  • Revise Date: 05 August 2014
  • Accept Date: 23 December 2014

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