Exploring the antecedents of sponsor brand commitment in the TV sponsorship context: A case of Vietnam

Sponsorships have become one of the dominant marketing communication tools worldwide, wherein one of the important purposes of sponsors is to achieve consumers’ brand commitment though sponsorship campaigns. With regard to... [ view full abstract ]

Sponsorships have become one of the dominant marketing communication tools worldwide, wherein one of the important purposes of sponsors is to achieve consumers’ brand commitment though sponsorship campaigns. With regard to this issue, sponsorship related studies are still limited. In the consumer-brand relationship literature, brand identification is found to determine brand commitment, but there is a lack of study that explores its antecedents. In this study, which is based on social identity theory, consumer-company identification framework and consumer-brand relationship literature are used to introduce three antecedents of brand identification: self-brand congruity, sponsored brand credibility and sponsored brand prestige. Data were collected from 549 TV audiences who have watched two of the most famous TV shows in Vietnam—Vietnam’s Idol (sponsored by Pepsi and Clear) and The Voice (sponsored by Nokia). The results show that self-brand congruity, sponsored brand credibility and sponsored brand prestige through brand identification enhances sponsor’s brand commitment. Based on these findings, TV the implications for TV program sponsors are provided.