An empirical assessment of factors affecting the brand-building effectiveness of sponsorship

摘要: Purpose – The purpose of this study is to assess, in two different live sponsorship environments, the contribution consumer-based brand equity. Design/methodology/approach adopts a quantitative survey methodology, employing self-administered questionnaires at UK sporting events (athletics and cricket). To isolate impact sponsorship, were also distributed comparison sample groups not exposed activities. elements equity are operationalized line with Aaker's (1996) measurement tool. Findings Sponsorship can be an appropriate vehicle through which build equity; however brand-building success guaranteed subject range factors impacting upon particular sponsorships, including strength sponsor-event link, leverage activities clutter. most successful displayed marked contributions building associations, perceive...