The Causal Relationship of Factors Influencing the Brand Equity in Becoming E-Sports Sponsors

Authors

  • Arpornranee Infahsaeng Master of Business Administration Program, Faculty of Business Administration, Rajapruk University

Keywords:

involvement, brand, brand equity, e-sports

Abstract

This research aimed 1) to study the levels of involvement, the brand, and the brand equity of becoming e-sports sponsors; 2) to investigate the causal relationship of involvement and the brand that influenced the brand equity in becoming e-sports sponsors; and 3) to examine the relevance of those variables along with the causal relationship of factors influencing the brand equity in becoming e-sports sponsors to empirical data. Data were collected from 400 people in Thailand interested in news and e-sports by using questionnaires as a research instrument. All of the data were analyzed using Structural Equation Model (SEM). The analysis of correlation coefficient model showed that the latent variables were significantly related to one another at the statistical level of 0.01. The analysis of structural equation model (SEM) revealed that the model was completely compatible with the empirical data and the hypothesis (GFI = 1.00, CFI = 1.000, RMSEA = 0.000). The findings also showed that the involvement significantly influenced the brand equity in becoming e-sports sponsors at the statistical level of 0.001. Similarly, the brand significantly influenced the brand equity in becoming e-sports sponsors at the statistical level of 0.001.

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Published

2023-07-24 — Updated on 2023-09-13

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How to Cite

Infahsaeng, A. (2023). The Causal Relationship of Factors Influencing the Brand Equity in Becoming E-Sports Sponsors . Dhonburi Rajabhat University Journal, 17(1), 133–146. retrieved from https://so02.tci-thaijo.org/index.php/journaldru/article/view/264475 (Original work published August 18, 2023)

Issue

Vol. 17 No. 1 (2023): January-June 2023

Section

Reseach Articles

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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