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...

Brand communities offer effective means to achieve favorable brand outcomes, such as enhanced consumer brand loyalty. But what drives brand community success, and how can managers evaluate their communities' performance? Based on Muñiz and O'Guinn (2001) the existing literature suggests high...