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Abstract
The purpose of this study was to explore the influence of multi-dimensional brand-event personality fit (BEPF) on sport sponsors consumer-based brand equity (CBBE). Two sub-studies were conducted, where Study 1 was aimed to form the BEPF scale and Study 2 was aimed to examine the structural relationships. Research findings revealed the following direct influences of BEPF on CBBE: (a) the responsibility fit of BEPF would positively influence brand awareness/association and perceived quality; (b) the activity fit of BEPF would positively influence brand loyalty; and (c) the emotionality fit of BEPF would positively influence perceived quality and brand loyalty. Indirect influences included: (a) the responsibility fit of BEPF would positively influence perceived quality via brand awareness/association; (b) the responsibility fit of BEPF would positively influence brand loyalty via brand awareness/association and perceived quality; and (c) the emotionality fit of BEPF would positively influence brand loyalty via perceived quality. The implications, limitations, and suggestions for future research were extensively discussed.