THE DETERMINANTS OF THE SPORTS TEAM SPONSOR�S BRAND EQUITY IN INDONESIA CIRCUMSTANCES
This research is a quantitative study aimed to investigate the determinants of the sport team sponsor�s brand equity in Indonesia circumstances. This research is a replica of previous research conducted by Wang et al. (2011), �The determinants of the sports team sponsor�s brand equity, a cross...
| Main Authors: | , |
|---|---|
| Format: | Thesis |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2013
|
| Subjects: |
| Summary: | This research is a quantitative study aimed to investigate the
determinants of the sport team sponsor�s brand equity in Indonesia circumstances.
This research is a replica of previous research conducted by Wang et al. (2011),
�The determinants of the sports team sponsor�s brand equity, a cross- country
comparison in Asia ". The subject in this research is Bandung citizens who knew
their local football team (Persib Bandung). The data used in this study is
primary data, obtained by distributing online and hard copy survey based on
purposive sampling method to the criteria of the respondents who are
Bandung people and knew Persib Bandung. The finding of this research explains
that team identification and perceived congruence have positive impact on
sponsor brand credibility. And sponsor brand credibility has positive impact on
brand equity. |
|---|