Using an experimental approach, the returns achieved by three sponsors of the 1998 Adelaide
Festival of the Arts are examined. Using a before-and-after design with a control group, a …

Few studies have considered sponsorship from a relationship perspective. This is despite
evidence that sponsors and sport entities engage in long-term, mutually beneficial, …

A conjoint analysis study of consumers’ choice of a popular product examined whether
consumption situation and involvement influenced significantly the importance allocated by …

Using a clusterwise regression analysis of French and Australian wine consumers, the authors
explore the question of whether global marketers, who target the same segment around …

The authors report on an experimental study to examine the effects (broad measures of
attitude to two brands)) of two types of sponsorship activity - on-site sponsorship and TV …

In a study of the Adelaide Formula One Grand Prix, a number of hypotheses relating to
corporate objectives and management practices as well as consumers' perceptions of sponsors …

Self‐image, product image and their combination, self‐congruity, are important concepts in
consumer behaviour. They have been hypothesised and found to affect significantly product …

The present research aims to improve the measurement of consumer‐based brand equity.
Current measurement of consumer‐based brand equity suffers from limitations, including: a …

This paper examines the relationships between consumers’ country-level and product-level
images of a country, and the equity they associate with a brand from that country, using …

Purpose – The objective of the present research is to examine the impact of the country of
origin of a brand on its consumer‐based equity. Design/methodology/approach – Brand equity …