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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/51772

    Title: The determinants of the sports team sponsor's brand equity A cross-country comparison in Asia
    Authors: Wang,MCH;Cheng,JMS;Purwanto,BM;Erimurti,K
    Contributors: 企業管理學系
    Date: 2011
    Issue Date: 2012-03-27 19:05:15 (UTC+8)
    Publisher: 國立中央大學
    Abstract: This research attempts to investigate the determinants of a sports team sponsor's brand equity and whether the proposed structural relationships vary across countries. Field data are collected from sports team fans in two Asian economies/ countries, i.e. Taiwan and Indonesia. According to the findings, in general, team identification and perceived congruence between the sponsor and the sponsored sports team affect the sponsor's credibility, which in turn has an impact on the sponsor's brand equity. 'Country' moderates the above structural relationships. However, the effects of team identification and perceived congruence on the sponsor's credibility do not receive supportive evidence in Taiwan and Indonesia respectively.
    Appears in Collections:[企業管理學系] 期刊論文

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