Sport sponsorship impact on brand equity

Abstract

Sponsorship has become one of the most powerful marketing tools in sports industry. It was therefore necessary to study the effects of experiential marketing activation and satisfaction with sponsorship on brand equity and intention to purchase in sports context. It was found that experiential marketing activation builds strong brand equity because it creates intime relationships and positive perceptions towards brand. Sponsorship satisfaction through trust and shared values adds brand loyalty and positive attitude of consumers. Also, brand equity including brand awareness, image, and loyalty can result to purchase intention. And an effective sponsorship strategy, including targeted event selection and innovative marketing, can really increase brand recall and influence consumer behavior. Finally, this study shows the effectiveness of sports sponsorship to build brand equity which can become purchase intention.