This paper discusses the impact of Publicity and Sponsorship on Brand Equity. Data were collected via a questionnaire distributed to almost all big cities of Pakistan among educated persons/university students. Hierarchical regression analysis of data from 200 respondents was used to test two hypotheses. The results show that Publicity and Sponsorship has a positive relationship with Brand Equity. When Publicity and Sponsorship is favorable, there is positive effect on Brand Equity. Further research should examine the role of public relations and advertisement in building Brand equity.
• Aaker, D. (1991). Managing brand equity. New York: free press.
• Aaker, D. (1991), “Managing brand equity: Capitalizing on the value of a brand name”. New York: The free press.
• Aaker, D. (1996), “Building, measuring, and managing brand equity. New York: The free press.
• Aaker, J.L. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34 No. 3, pp. 347-57.
• Allen, S. (2010). How to become successful at sponsorship sales, Trafford, Victoria, p .1.
• Barwise, Paddy. 1993. “Brand Equity: Snark or Boojum ”. International Journal of Marketing Research. 10 (March), 93-104.
• Baldauf, A. Cravens, K. S. and Binder, G. (2003). “ performance consequences fo brand equity management: Evidence from organization in the value chain”.Journal of product and brand management, 12 (4), pp.220-236.
• Bruning, S.D. and J.A. Ledingham, 2000. Perceptionsof relationships and evaluations of satisfaction: An exploration of interaction. Public Relations Rev., 26(1): 85-95.
• Cultip, S.M., Center, A.H. and Broom, G.M. (1985), Effective Public Relations, Prentice-Hall, Englewood Cliffs, NJ.
• Copeland, R., Frisby, W. and McCarville, R., 1996. Understanding the Sport Sponsorship Process from a Corporate Perspective. Journal of Sport Management, Vol. 10, pp. 32-48.
• Campbell, M. (2002). “ building brand equity journal of medical marketing, volum 2, (3),pp,208-219.
• Erdm, T. and Swait, J.( 1998). Brand equity as a signaling phenomenon journal of consumer psychology, vol.7, no.2,pp, 131-157.
• Farquhar, P. H. 1989.”Managing brand equity”, Marketing Research, 1(3), pp.24?33.
• Fortunato, J.A., 2000. Public relations strategies for creating mass media content: A case study of the national basketball association. Public Relations Rev.26 (4): 481-497.
• Hanzaee, K. H. and Farsani, F. T.( 2011). The effects of brand image and perceived public relation on customer loyalty, world applied science journal, vol.13,pp,277-286.
• Keller, K.L. (2003), “Brand synthesis: the multidimensionality of brand knowledge”, Journal ofConsumer Research, Vol. 29 No. 2, pp. 595-600.
• Kim, K. H, Kim, K. S, Kim, D. U, Kim, J. H, Kang, S. H, (2008).Brand equity in hospital marketing. Journal of Business Research, 61, 75–82.
• Masterman, G. (2007). Sponsorship for a return on investment. Burlington: Butterworth-Heinemann.
• Olsen, K. and Hill, R. (2006). The impact of sponsor fit on brand equity: The case of nonprofit service providers, journal of service research, volume 9,no.1,pp, 73-83.
• Punj, G.N; Hillyer, C. L. (2004). A cognitive model of customer-based brand equity for frequently purchased products: Conceptual framework and empirical results.Journal of Consumer Psychology, 14(1/2), 124–131.
• Pauwels,P. (2007).Impact of sponsorship on brand equity, Holtermann, Linus.
• Wood, I.(2000(. “brand and brand equity: definition and management”. Management decision, vol.38,issue:9,pp,662-669.
• Yoo, B. Donthu, N. and Lee, S. (2000). An exanination of selected asvertising and marketing mix elements and brand equity. Journal of academic marketing science, pp,195-211.
Copyright: © 2014 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
