Yousaf, Anish; Mishra, Abhishek; Gupta, Anil - In: Marketing Intelligence & Planning 36 (2018) 6, pp. 633-645
Purpose: The purpose of this paper is to examine the interesting dynamics of image transfer when multiple brands get together to sponsor a property, referred to as concurrent sponsorship, and its effects on the consumer-based brand equity (CBBE) of the sponsor or the sponsored property, in the...