Exploring the Effect of TV Sponsorship on Sponsor Brand Commitment in an Emerging Economy

Truong Hoang Anh Tho, Chih-Hung Wang () and Ya-Yun Tang
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Truong Hoang Anh Tho: Department of Economics and International Business, Foreign Trade University, Vietnam
Chih-Hung Wang: Department of Business Administration, Feng Chia University, Taiwan
Ya-Yun Tang: Department of Recreation Management, Shih Chien University, Taiwan

Journal of Economics and Management, 2017, vol. 13, issue 2, 221-239

Abstract: One of the main purposes of sponsors is to achieve brand commitment through sponsorship. In the digital economy era, TV sponsorship is still prevailing, but little attention has been paid to this issue, especially in an emerging economy. To fill this gap, this study was based on the consumer-company identification framework and branding literature to develop the conceptual model. 549 TV audiences who had watched two of the most famous TV shows in Vietnam were collected. The results showed that self-brand congruity, sponsor brand credibility and sponsor brand prestige through sponsor brand identification consequently enhance the sponsor's brand commitment. Based on these findings, the implications for TV program sponsors are provided.

Keywords: emerging economy; TV sponsorship; consumer-brand identification; sponsor brand commitment (search for similar items in EconPapers)
JEL-codes: M10 M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:jec:journl:v:13:y:2017:i:2:p:221-239

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