English  |  正體中文  |  简体中文  |  Items with full text/Total items : 65318/65318 (100%)
Visitors : 21732501      Online Users : 189
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version


    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
    Keywords: CORPORATE CREDIBILITY;CONSUMER;CULTURE;IDENTIFICATION;PERFORMANCE;KNOWLEDGE;RESPONSES;IMPACT;CHINA
    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.
    Relation: INTERNATIONAL JOURNAL OF MARKET RESEARCH
    Appears in Collections:[企業管理學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML327View/Open


    All items in NCUIR are protected by copyright, with all rights reserved.

    社群 sharing

    ::: Copyright National Central University. | 國立中央大學圖書館版權所有 | 收藏本站 | 設為首頁 | 最佳瀏覽畫面: 1024*768 | 建站日期:8-24-2009 :::
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback  - 隱私權政策聲明