Journal of Economics and Management  
  Volume 13, No. 2  
  August, 2017  
  Exploring the Effect of TV Sponsorship on  
  Sponsor Brand Commitment  
  in an Emerging Economy  

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  



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 consumercompany 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           



JEL classification: M10, M31