Concurrent sponsorship: implications for sponsoring brands and sponsored property Available to Purchase

Dr Anish Yousaf is working as an Assistant Professor in Rajalakshmi School of Business, Chennai. His research interests include: customer-based brand equity assessment and brand building process especially for spectator sports, sports marketing, and retail management. He has published several papers in the area of sponsorship and its impact on brands.

Dr Abhishek Mishra is an Assistant Professor in the Indian Institute of Management, Indore. He did his PhD in the area of Product Design and its implications on Brand Equity from IIM Lucknow. He has publications in leading marketing journals, like Journal of Brand Management and his research interests are in the area of new product development, product and brand management, and fuzzy sets and systems.

Dr Anil Gupta is working as a Senior Assistant Professor in The Business School and School of Hospitality and Tourism Management (SHTM), University of Jammu, Jammu, India since 2005. His research interests include sports marketing, tourism marketing, celebrity endorsements, cross-cultural management, entrepreneurship, and community based tourism. He has to his credit several publications in reputed international journals. He has also co-edited two books on Travel and Tourism Management and Cross-Cultural Management: Practice & Research.