PT  - JOURNAL ARTICLE
AU  - Lane Wakefield
AU  - Kirk Wakefield
AU  - Kevin Lane Keller
AU  - Anne Rivers
TI  - Are Brands Wasting Money On Sport Sponsorships?
AID  - 10.2501/JAR-2020-029
DP  - 2020 Dec 28
TA  - Journal of Advertising Research
PG  - JAR-2020-029
4099  - http://www.journalofadvertisingresearch.com/content/early/2020/12/21/JAR-2020-029.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2020/12/21/JAR-2020-029.full
AB  - 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.