Introducing A Conceptual Framework For Understanding Sponsor-based Brand Equity In Professional Sports Teams.
A review of sport brand equity literature published in the last three decades revealed that corporate sponsorship has emerged as one of the main sources of revenue and brand equity for professional sports teams. It also revealed that there is no conceptual framework which explicitly addresses sport brand equity in professional sports teams from a corporate sponsors’ perspective. The need to fill this knowledge void culminated in the development of the Conceptual Framework for Understanding Sponsor-Based Brand Equity in Professional Sports Teams. The framework shows sports sponsorship decisions are mainly influenced by the sports entity’s perceived brand equity. The proposed framework sDownloadViews: 212