Are Brands Wasting Money On Sport Sponsorships?
研究利用美国职棒大联盟的赞助数据，分析不同赞助层级品牌如何影响品牌资产，并考虑球迷观看或出席比赛的行为，为营销预算分配提供参考。
Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects. Consumers evaluate brands at different sponsorship levels as part of a broader advertising and marketing program; understanding how they do this is important in developing guidelines and norms for optimal marketing communications, planning, and budgeting. Accounting for brands’ spending on advertising outside of sponsorship and two distinct brand personality profiles, official Major League Baseball sponsorship is analyzed and associated with four dimensions of brand equity using the expansive BrandAsset Valuator database, covering five years. Fan consumption behaviors in terms of actively watching or attending games also are considered.