The Impact of the sponsorship in the Sport in promoting brand equity of sportswear industry

Azadi, Rasoul; YOUSEFI, BAHRAM; EYDI, HOSSEIN

THE IMPACT OF THE SPONSORSHIP IN THE SPORT IN PROMOTING BRAND EQUITY OF SPORTSWEAR INDUSTRY

RASOUL AZADI, BAHRAM YOUSEFI, HOSSEIN EYDI

Abstract:

The present study has been done to investigate the role of sponsorship in improving brand equity in the Sportswear industry. The research method is descriptive survey based on structural equation modeling. Statistical community of this study includes physical education students and graduates of Iran that 805 of them were collected as samples using the online questionnaire made by researcher from all provinces of Iran. The results of structural equation model showed that the financial support in Sports with 0.41 affect rate indirectly and through raising awareness and brand association and increased customer satisfaction affects on loyalty and final brand equity. But had no significant effect on perceived quality. The findings also showed, brand equity, respectively is influenced by of brand loyalty, brand awareness and brand association, satisfaction and perceived quality.

Keywords:
Sponsorship, brand equity, Sport Brand, Sportswear

DOI: 10.20472/BM.2016.4.2.002

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APA citation:
RASOUL AZADI, BAHRAM YOUSEFI, HOSSEIN EYDI (2016). The Impact of the sponsorship in the Sport in promoting brand equity of sportswear industry. International Journal of Business and Management, Vol. IV(2), pp. 19-32. , DOI: 10.20472/BM.2016.4.2.002