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The effect of sports event tourism on event attitude and the brand equity of sportswear sponsors

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  • Eunha Chun
  • Jane Ko
  • Jieun Lee
  • Eunju Ko

Abstract

The present study aims to understand the process through which sports event tourism experiences mediate event attitude and, consequently, the brand equity of sportswear sponsors. First, the results of the study show that of the four experiential components of sports event tourism (i.e., "sense", "feel", "think", and "relate"), the "feel" and "relate" components were identified as antecedent variables that create positive event attitudes. Second, event attitude was found to have a significant effect on brand awareness and brand image, but the relationship between event attitude and brand loyalty was rejected. Third, for the brand equity of sportswear sponsors, brand awareness positively affected brand image and loyalty, and brand image positively affected brand loyalty. The results of the present study provide foundational data for sportswear marketers that engage in sports event sponsorship as a strategic marketing tool and for those who seek to devise effective communication strategies to increase brand equity through sports event tourism.

Suggested Citation

  • Eunha Chun & Jane Ko & Jieun Lee & Eunju Ko, 2013. "The effect of sports event tourism on event attitude and the brand equity of sportswear sponsors," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 23(1), pages 72-91, January.
    • Handle: RePEc:taf:jgsmks:v:23:y:2013:i:1:p:72-91
    DOI: 10.1080/21639159.2012.744512
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    Cited by:

    1. Raithel, Sascha & Taylor, Charles R. & Hock, Stefan J., 2016. "Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects," Journal of Business Research, Elsevier, vol. 69(9), pages 3788-3794.
    2. 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.
    3. Sun, Yang & Garrett, Tony C. & Kim, Kyung Hoon, 2016. "Do Confucian principles enhance sustainable marketing and customer equity?," Journal of Business Research, Elsevier, vol. 69(9), pages 3772-3779.
    4. Yang Sun & Eunju Ko, 2016. "Influence of sustainable marketing activities on customer equity," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(3), pages 270-283, June.

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