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Through sponsorships, companies primarily expect to establish, strengthen, or change their brand image. We analyze the effects of negative and positive sponsorship information on the favorability and structure of sponsors’ brand images. We adopt a new, unconventional approach, the Brand Concept Map, which analyzes sponsors’ brand associative networks. We find that negative sponsorship information...
The image of a brand provides a key driver of brand equity. To build and control a strong brand image though, brand managers require a valid procedure to measure it. This article empirically compares the predictive validity of two measurement techniques to assess brand image: First, a brand-anchored discrete choice experiment (BDCE) which is based on a brand-anchored conjoint approach where brands...
Today cities are in strong competition for companies, tourists, and most of all talents. In order to differentiate one city from another, place marketers increasingly focus on establishing the city as a brand and adopt marketing techniques in order to identify competitors and analyze the impact of their brand image. Thus, the authors provide an analysis technique for quantifying the competitive structure...
Trotz stetig steigender Sponsoringinvestitionen scheinen immer noch viele Unternehmen auf ein professionelles Management ihrer Sponsoringprojekte zu verzichten. Erfolgskontrollen werden oftmals nicht als notwendiger Bestandteil eines professionellen Sponsorings verstanden. Hauptgründe hierfür sind die damit verbundenen hohen Kosten sowie fehlende Zeitkapazitäten. Vor dem Hintergrund des notwendigen...
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