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dc.contributor.authorWang, Junqi
dc.date.accessioned2014-07-10T04:30:17Z
dc.date.available2014-07-10T04:30:17Z
dc.date.issued2013-12
dc.identifier.otherwang_junqi_201312_ms
dc.identifier.urihttp://purl.galileo.usg.edu/uga_etd/wang_junqi_201312_ms
dc.identifier.urihttp://hdl.handle.net/10724/30045
dc.description.abstractThe 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.
dc.languageeng
dc.publisheruga
dc.rightspublic
dc.subjectBranding
dc.subjectSport event sponsorship
dc.subjectBrand-event fit
dc.subjectConsumer-based brand equity
dc.titleInfluence of brand-event personality fit on sport sponsors’ consumer-based brand equity
dc.typeThesis
dc.description.degreeMS
dc.description.departmentKinesiology
dc.description.majorKinesiology
dc.description.advisorJames Zhang
dc.description.committeeJames Zhang
dc.description.committeeZhenqiu Lu
dc.description.committeeKevin Byon
dc.description.committeeThomas Baker


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