search query: @freeterm BRAND EQUITY / total: 26
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| Author: | Cornwell, T.B. Roy, D.P. Steinard, E.A. II |
| Title: | Exploring managers' perceptions of the impact of sponsorship on brand equity |
| Journal: | Journal of Advertising
2001 : SUMMER, VOL. 30:2, p. 41-51 |
| Index terms: | SPONSORSHIP |
| Freeterms: | BRAND EQUITY MARKETING COMMUNICATIONS |
| Language: | eng |
| Abstract: | This study explores how managers view the brand-equity-building capabilities of their sponsorships in building brand equity. Findings show that "leverage", the use of advertising and promotion to support the sponsorship, and active management involvement are significant predictors of both the perceived differentiation of the brand from its competitors and adding financial value to the brand. |
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