The Influences of Brand Image and Sport Sponsorship on Brand Equity: A Mediating Effect of Sport Sponsorship

[[abstract]]Following with the increase of income, people gradually make good use of their weekends to join different sports and become more interest in sport events. This would allow entrepreneurs to have chances to sponsor or co-sponsor sport events to increase their exposure rate, brand image, and brand equity through constant media reports. The purposes of this study are to (a) understand whether business sport sponsorship will influence the brand image, (b) explore whether brand image will influence the brand equity and (c) test a mediating effect of sport sponsorship. The questionnaire was used to collect data from two sport events. The results show that business sport sponsorship is a significant impact on brand image, the brand image is positive influence to the brand equity, and the mediating effect of sport sponsorship on brand image and brand equity is supported