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

Author

Listed:
  • Rasoul Azadi

    (Faculty of Physical Education, Razi University, Kermanshah)

  • BAHRAM YOUSEFI

    (Faculty of Physical Education, Razi University, Kermanshah)

  • HOSSEIN EYDI

    (Faculty of Physical Education, Razi University, Kermanshah)

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.

Suggested 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, International Institute of Social and Economic Sciences, vol. 4(2), pages 19-32, May.
    • Handle: RePEc:sek:jijobm:v:4:y:2016:i:2:p:19-32
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    References listed on IDEAS

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    4. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
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    6. Jean-Noël Kapferer, 1992. "Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity," Post-Print hal-00788649, HAL.
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    Cited by:

    1. Gatana Michael Muchira & Stephen Maore & Simon Muriithi, 2024. "Relationship between Education Sponsorship and Brand Equity amongst Beverage Companies in Nairobi City County," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(2), pages 1746-1755, February.

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