The determinants of the sports team sponsor’s brand equity: a cross-country comparison in Asia
Michael Chih-Hung Wang and Julian Ming-Sung Cheng
National Central University
Bernardinus M. Purwanto and Kuntari Erimurti
Gadjah Mada University
Research background
Sponsorship, a communication medium that complements a firm’s marketing, promotion and advertising programmes (Walliser 2003), has been extensively used for marketing campaigns in recent years (Cornwell 2008). Of various sponsorship activities, sports sponsorship is one of the media most widely used to reach and communicate with target audiences (Roy & Cornwell 2004), to enhance positive perception of firms (Roy 2005) and...