چکیده:
Background. Sport financial sponsorship can offer sport marketers the opportunities to address new audiences and enhance brand equity and companies’ performance. Objectives. The purpose of the current study was to develop a model for the role of sport financial sponsorship on brand equity of Yazd ceramic and tile companies. Methods. The current study was conducted with a survey method. Standard sport financial sponsorship and brand equity questionnaires were used as measurement tools to assess the subjects. Data analysis was conducted both descriptively and inferentially. Results. The results of the data analysis revealed that sport financial sponsorship has a significant positive effect on brand equity, and brand equity, in turn, has a significant positive impact on companies’ performance. Conclusion. It seems that due to the nature of the exercise and its effectiveness in promoting the sponsor company, it has a positive influence on developing brand equity of companies. It was found that proper behavior of members of the board of directors of companies towards their brand facilitates this process.
خلاصه ماشینی:
The Impact of Sport Financial Sponsorship on Brand Equity and Performance: Structural Equation Modeling (SEM) Approach 1Mohammad Zarei Mahmoudabadi*, 2Mohammad Keshtidar, 2Seyed Mohammad Javad Razavi 1Department of Management, Meybod University, Meybod, Iran.
The purpose of the current study was to develop a model for the role of sport financial sponsorship on brand equity of Yazd ceramic and tile companies.
Hence, the current study aimed at analyzing the significance of this issue based on the following hypotheses: H1: Sports sponsorship positively influences development of brand equity of ceramic and tile companies.
Based on the results shown in Figure 2 and 3, and Table 3, it can be said that for the entire Brand Equity, companies’ performance variables and sport financial sponsorship of all indices have created a significant weight and can have a significant factor loading at a confidence level of 99%.
6 The Impact of Sport Financial Sponsorship on Brand Equity and Performance Table 3.
Direct effects, t-Value, and the hypothesis result Hypotheses Standardized coefficient (β)t-valueSignificance levelThe result of the researcher's hypothesis {مراجعه شود به فایل جدول الحاقی} DISCUSSION AND CONCLUSION This is one of the first papers to examine how sport financial sponsorship contributes to brand equity and business performance.
Thus, sports financial sponsorship has a positive influence on the brand equity of a company and is very effective for its augmentation.
Another finding of the study revealed that sports financial sponsorship has significant positive effects on components of the special value of tile and ceramic companies.