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Exploring the Effect of TV Sponsorship on Sponsor Brand Commitment in an Emerging Economy

Author

Listed:
  • Truong Hoang Anh Tho

    (Department of Economics and International Business, Foreign Trade University, Vietnam)

  • Chih-Hung Wang

    (Department of Business Administration, Feng Chia University, Taiwan)

  • Ya-Yun Tang

    (Department of Recreation Management, Shih Chien University, Taiwan)

Abstract

One of the main purposes of sponsors is to achieve brand commitment through sponsorship. In the digital economy era, TV sponsorship is still prevailing, but little attention has been paid to this issue, especially in an emerging economy. To fill this gap, this study was based on the consumer-company identification framework and branding literature to develop the conceptual model. 549 TV audiences who had watched two of the most famous TV shows in Vietnam were collected. The results showed that self-brand congruity, sponsor brand credibility and sponsor brand prestige through sponsor brand identification consequently enhance the sponsor's brand commitment. Based on these findings, the implications for TV program sponsors are provided.

Suggested Citation

  • Truong Hoang Anh Tho & Chih-Hung Wang & Ya-Yun Tang, 2017. "Exploring the Effect of TV Sponsorship on Sponsor Brand Commitment in an Emerging Economy," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(2), pages 221-239, August.
    • Handle: RePEc:jec:journl:v:13:y:2017:i:2:p:221-239
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    References listed on IDEAS

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    More about this item

    Keywords

    emerging economy; TV sponsorship; consumer-brand identification; sponsor brand commitment;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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