Impact of Asian Games Official Sponsorship on Brand Equity: Cross-cultural approach of 17th Asian Games Incheon 2014 Official Sponsor Partner

Abstract

Abstract

Impact of Asian Games Official Sponsorship on Brand Equity: Cross-cultural approach of 17th Asian Games Incheon 2014 Official Sponsor Partner

Keun Ho Lee Department of Physical Education Graduate School Seoul National University

Recently, number of companies and brands choose sports sponsorship as a marketing communication tool. In order to strengthen companys existing brand or company image, companies are using sport sponsorship for positive positioning of their image. Sports sponsorship is one of the most important marketing communication strategies that has increased its influence power in the market therefore it is essential for companies and brands to involve in the sport sponsorship to increase its competitively strong marketing communication effects. It is learnt from literature reviews that companies and brands need to aggressively review sports sponsorship activities for image strengthening. Sports sponsorship has specialized characters differentiated from ordinary commercials or advertisements and most of companies and brands are involved with sports sponsorships in order to strengthen its brand equity and increase sales revenue. The purpose of this research is to measure the difference of brand equity for 361° brand between the aware group and non aware group in involvement of the brand as an official sponsor of 17th Asian Games Incheon 2014. The research studies about the difference and measures the sport sponsorship effect in various aspects. According to this research, it is evidenced that sport sponsorship does have effects on strengthening the brand equity, especially high in the developing countries where exposure to global sport brands are relatively low.