The Influences of Brand Fit on Brand Valuation, Brand Identity, and Purchase Intentions: Using the Advertising Sponsor of the Chinese Professional Baseball League as Example

This study explores the effects of brand fit on brand valuation, brand identity, and purchase intention by selecting the Chinese Professional Baseball League as its research object and collecting 503 valid samples. Structural equation modeling is used to test the hypotheses. The results indicate tha...

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Bibliographic Details
Published inXing Xiao Ping Lun Vol. 14; no. 2; pp. 137 - 161
Main Authors Chen, Chin-Yeu, Chang, Shu-Hao, Wu, Sang-Rong
Format Journal Article
LanguageChinese
Published Sansia Academy of Taiwan Information Systems Research 01.07.2017
Subjects
Brand equity
Brand identification
Consumer behavior
Influence
Lifetime
Professional baseball
Purchase intention
Studies
Valuation
China
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Summary:This study explores the effects of brand fit on brand valuation, brand identity, and purchase intention by selecting the Chinese Professional Baseball League as its research object and collecting 503 valid samples. Structural equation modeling is used to test the hypotheses. The results indicate that brand fit has significant positive effects on brand valuation and brand identity. Moreover, brand valuation and brand identity have significant positive effects on purchase intention, and brand valuation and brand identity have partial mediating effects on brand fit and purchase intention. Finally, this paper discusses managerial implications and proposes suggestions for practitioners and further research.
ISSN:1813-4483