Search engines record the queries that users submit, including a large number of queries that include brand names. This data holds promise for assessing brand health. However, before adopting brand search volume as a brand metric, marketers should understand how brand search relates to...

This study was conducted to investigate the impact of exposure to sponsored events, involvement with sponsored events, and sponsor-event congruence on attitudes toward sponsor and purchase intention. The paper first reviews existing literature and then develops related hypotheses to achieve its...

Advertising efforts mainly aim to build broader brand image and increase sales. In the online context, widely-successful sponsored search advertising (SSA), which predominantly employs performance-based schemes (e.g., pay-per-click), has been largely treated as a direct-selling mechanism. Recent...