... cues and the surrounding content context (Campbell and Evans, 2018). We extend this perspective by examining narrative-level compatibility in sport clubs' social media communication, rather than focusing solely on format or disclosure. Brand Equity Consumer behavior Persuasion knowledge Model...

...Hossein Mansouri; Abdullah Rasaee Rad; Rodoula H. Tsiotsou; Maizaitulaidawati Md Husin Purpose The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity...

...Xi Wang; Xinyi You; Yulan Xu; Jie Zheng Purpose Social media's role in engaging participants in sports events, particularly during the pandemic, is acknowledged. However, previous studies often utilized sports events for diverse objectives but overlooked brand equity's influence on sports event...

.../methodology/approach A Qualtrics survey panel was used to collect the survey data. Structural equation modeling was used to analyze the relationships between sponsor congruence, brand equity and purchase intention. Findings Sponsor congruence plays a significant role in consumers' perceived quality...

.... Brand equity is defined as “a set of brand assets and liabilities linked to a brand, its name, and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firm's customers” (Aaker, 1991 , p. 15). Watkins and Lee (2016) assert that brand identity, brand...

... of strong brand equity. In this paper, the authors focused on the relationship between brand variables and marketing activities on the development of brand equity. More specifically, the purpose of this paper is to study the impact of brand personality on the evaluation of marketing promotional activities...

...) in Spokane, Washington USA. The brand equity associated with this department is estimated at approximately US$5.8 million in 2006. Of this, between $617,000 and $2.71 million is ascribed to a specific type of tangible brand equity (with the most plausible estimate being $926,000); namely, the impact of GU...

...Matthew Holt The history and heritage of some brands is such that an accumulation of brand equity occurs whereby stocks of images, symbols, logos and icons are built up. The role of brand managers in these cases is to release this equity in an attempt to both realise the value of brand equity...

...Jörg Henseler; Bradley Wilson; Oliver Götz; Caspar Hautvast This paper outlines how managers involved in sponsorship decisions view the impacts of different levels of sponsorship on brand equity. The moderating role of fit between sponsor and sponsee is also investigated. The study participants...

...André Richelieu; Frank Pons This paper looks at how two sports teams, hockey club the Toronto Maple Leafs and Football Club Barcelona, have each built and leveraged their brand equity. The main differences between the two clubs lie in how they position their brands. For TML, the affective...

... only Sponsorship Communications Mix Brand Equity Ambush Marketing Keywords: Sponsorship, Communications Mix, Brand Equity and Ambush Marketing John A. Tripodi, Department of Marketing, Faculty of Business and Economics, Monash University, Caulfield Campus, Melbourne, Australia Tel: (03...

...Nicholas J. Ashill; John Davies; Anthony Joe This study contributes to continuing work on the development of a conceptual framework to better understand sponsorship, consumer response towards sponsorship efforts, and the contribution of sponsorship to customer-based brand equity, by seeking...

...Robert Sparks, Ph.D © 1999 by Winthrop Publications Limited 1999 licensed reuse rights only Sponsorship Tobacco marketing Brand equity Youth 01 07 1999 Youth Awareness of Tobacco Sponsorship Keywords: Sponsorship, Tobacco marketing, Brand equity, Youth Youth Awareness...

...James M. Gladden; Mark A McDonald 01 05 1999 © 1999 by Winthrop Publications Limited 1999 licensed reuse rights only Brand management Brand equity Niche marketing Athletic footwear The Brand Management Efforts of a Niche Specialist Keywords: Brand management, Brand...