The Role of Extreme Sport Sponsorship in Brand Image and Its Impact on Brand Love

Authors

  • Warapon Dansiri Faculty of Management Sciences, Kasetsart University, Sriracha Campus
  • Juntuppapha Butta Faculty of Management Sciences, Kasetsart University, Sriracha Campus
  • Napatcha Jantapaluek Faculty of Management Sciences, Kasetsart University, Sriracha Campus
  • Chutima Trancharoen Faculty of Management Sciences, Kasetsart University, Sriracha Campus

Keywords:

Brand sponsorship, Brand-sport congruence, Brand image, Brand love, Extreme sport

Abstract

This research aims to examine the influence of Brand sponsorship, Brand-sport congruence, and Brand image on Brand love. Data were collected through an online questionnaire administered to a sample of 400 respondents. The study assessed the reliability of the questionnaire using Cronbach's alpha coefficient and analyzed the data using descriptive and inferential statistics. The findings revealed that brand sponsorship (β = 0.837, p < 0.001), brand-sport congruence (β = 0.837, p < 0.001), and brand image (β = 0.841, p < 0.001) exerted statistically significant positive effects on brand love at the 0.05 significance level. Therefore, brands sponsoring extreme sports should carefully select sports that demonstrate congruence with their brand equity to enhance brand image, which ultimately leads to the development of consumer brand love.

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Published

22-12-2025

How to Cite

Dansiri, W., Butta, J. ., Jantapaluek, N. ., & Trancharoen, C. . (2025). The Role of Extreme Sport Sponsorship in Brand Image and Its Impact on Brand Love. Business Administration and Economics Review, 21(2), 218–238. retrieved from https://so15.tci-thaijo.org/index.php/bae/article/view/2337

Issue

Vol. 21 No. 2 (2025): July - December

Section

Research Article

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