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EMAC 2024 Annual


The Effect of Brand Equity on Consumer Purchase Intention: A Study of Small & Medium-sized enterprises (SMEs) sponsorship activities
(A2024-119391)

Published: May 28, 2024

AUTHORS

Konstantinos Koronios, University of Peloponnese; Lazaros Ntasis, Univeristy of Peloponnese; John Douvis, University of Peloponnese - Sport Management Department; Athanasios Strigkas, University of Peloponnese

ABSTRACT

Although activities are sponsored by many companies, the majority of existing materials have examined the activities of bigger organizations. Most studies thus far have failed to acknowledge the influence of sponsorship on the brand equity of smaller businesses. This research used Aaker's brand equity model to investigate the influence of sport sponsorship and its underlying variables on the brand equity of small and medium-sized enterprises (SMEs) and the consequent effect on consumers' purchasing behavior. A total of 5,389 questionnaires from Greek football spectators were successfully completed and analyzed using SPSS and AMOS. The results indicate that factors such as individuals’ degree of involvement with sports, their engagement with social media, their team identification degree, and the degree of congruence between sponsors and sponsees significantly affect SME’s brand equity, which in turn exerts a noteworthy impact on consumers’ purchasing behavior.