Abstract
Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects. Consumers evaluate brands at different sponsorship levels as part of a broader advertising and marketing program; understanding how they do this is important in developing guidelines and norms for optimal marketing communications, planning, and budgeting. Accounting for brands’ spending on advertising outside of sponsorship and two distinct brand personality profiles, official Major League Baseball sponsorship is analyzed and associated with four dimensions of brand equity using the expansive BrandAsset Valuator database, covering five years. Fan consumption behaviors in terms of actively watching or attending games also are considered.
- Received August 12, 2019.
- Received (in revised form) February 28, 2020.
- Accepted April 8, 2020.
- Copyright © 2021 ARF. All rights reserved.
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Vol 61 Issue 2
Jump to
- Article
- Abstract
- MANAGEMENT SLANT
- INTRODUCTION
- LITERATURE REVIEW
- RQ1: WHAT SPONSORSHIP EFFECTS ON BRAND EQUITY ARE ASSOCIATED WITH DIFFERENT DIMENSIONS OF BRAND PERSONALITY?
- RQ2: HOW IMPORTANT IS IT TO BE AN OFFICIAL SPONSOR TO BUILD BRAND EQUITY?
- RQ3: DO ADVERTISING AND SPONSORSHIP ExPENDITURES OPERATE DIFFERENTLY?
- DISCUSSION
- CONCLUSION
- ABOUT THE AUTHORS
- Appendix
- REFERENCES
- Figures & Data
- Info