The Impact of sport sponsorship on brand eqouity Investigated in the Case of: ATM MOBILIS
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Date
2021-06
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes Commerciales
Abstract
Sponsorship has proven to be a fast-flourishing marketing tool. Its main essence is, in
the companies´ perspective, to effectively promote their products and services. Therefore, this
tool. Companies have begun to behold and consider this tool as a massive gateway for a
successful strategical long-term plan over the years.
The purpose of this investigation is to understand better and scrutinize the effects of
Sports Sponsorship – its Awareness, Perceived Quality, and Image - on Brand Equity variables,
in particular, on Brand Image, Brand Awareness, Brand Loyalty, and Perceived Brand Quality.
Moreover, Mobilis is used as the primary reference.
The Mobile network operator was placed on a Sports Sponsorship context, with four
main types of sports sponsorships highlighted (Sports Events, Sports Clubs, Athletes, and
Sports Federations). The respondents (from a diverse age range) were asked several questions
considering Sponsorship and Brand Equity variables – always heeding the Brand´s entity
sponsorship they consider to be the most important.
The results gathered by the following research propose that the presence of a Sports
Sponsorship initiative brings direct influence on the Brand Image. In addition, Perceived
Sponsorship Quality and Sponsorship Image affects both Brand Loyalty and Perceived Brand
Quality, whereas The Sponsorship Image and its Awareness impact brand Awareness.
Description
Keywords
Sponsorship, Sports Sponsorship, Brand Equity