Exploring the Effect of TV Sponsorship on Sponsor Brand Commitment in an Emerging Economy

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 consumer-company 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.