[Abstract]: All brands have status and status has an impact; yet little attention has been paid to the impact of brand status on consumer brand assessments, this study addresses this limitation. This study investigated perceived brand status’ impact on overall brand value across two product...

In the last decade sponsorship spending increased with large corporations now including some sponsorship spend in their marketing budget. With worldwide sponsorship spending now in excess of US$26 billion (IEG2005), it is important for marketers to understand the impact of sponsorship investment...

[Abstract]: With worldwide sponsorship spending now in excess of US$26 billion, it is important for marketers to understand how to best leverage their sponsorship spend to achieve marketing and corporate goals. One widely used form of sponsorship leverage, particularly in the FMCG Industry is...