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Brand Equity as a Mediator Between Corporate Sports Sponsorship and Competitiveness of Sponsoring Firms in Kenya

Author

Listed:
  • Nyambane, Makori Meshack
  • Wanjere, Dishon Munuhe
  • Mumaraki, Rosemary Nanyama

Abstract

Purpose: This study examines the mediating role of brand equity between sponsorship and competitiveness of the sponsoring firms in Kenya.Design/Methodology/Approach: The study employed an explanatory mixed-methods design in a pragmatic approach. A census was conducted among 96 marketing and finance managers representing 48 sponsoring firms, with 65 valid responses (67.7%). The Baron and Kenny four-step regression approach was used to analyze composite scale scores, and interview evidence was used to interpret the results.Findings: Corporate sports sponsorship significantly predicted competitiveness (B = 0.792, beta = 0.415, p = .001) and brand equity (B = 0.730, beta = 0.472, p < .001). When sponsorship was controlled for, brand equity was an important predictor of competitiveness (B = 0.782, beta = 0.634, p < .001). Full mediation was supported with the sponsorship coefficient now being B = 0.221 (beta = 0.116, p = .267) after brand equity was added to the model.Implications/Originality/Value: The findings highlight brand equity as the main pathway to competitive sponsorships, stressing long-term brand building, fit, and activation rather than visibility alone.

Suggested Citation

  • Nyambane, Makori Meshack & Wanjere, Dishon Munuhe & Mumaraki, Rosemary Nanyama, 2026. "Brand Equity as a Mediator Between Corporate Sports Sponsorship and Competitiveness of Sponsoring Firms in Kenya," Sustainable Business and Society in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 8(2), pages 395-404, June.
    • Handle: RePEc:src:sbseec:v:8:y:2026:i:2:p:395-404
    DOI: http://doi.org/10.26710/sbsee.v8i2.3924
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