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Sponsorship: Impact on Brand Awareness and Brand Attitudes
Social Marketing Quarterly, 2002Sponsorship is a rapidly growing tool in both commercial and social marketing areas, in Australia and overseas. Australian health promotion foundations distribute substantial funds to arts, sports, and racing organizations for the opportunity to have these organizations' events sponsored by health promoting organizations.
Geoffrey Jalleh +3 more
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TECHNOLOGICAL LEADERSHIP, CUSTOMIZATION, BRAND AWARENESS AND BRAND EQUITY
2021AbstractThe aim of this research is to examine the multiple relationships between technological leadership, brand awareness, brand equity and customization. This research investigated a moderated mediation model for answering how technological leadership influences brand equity, and how customization is contingent upon it by enhancing brand awareness ...
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Brand awareness metrics: the underlying awareness of brand users and non-users /
2010Thesis (PhD)--University of South Australia, 2010. Includes bibliographic references. The majority of marketers track brand awareness metrics (Ambler 2000; Kapferer 2004). However, contrary to their prevalence, only few guidelines exist to assist marketers in the correct selection and interpretation of the metrics (e.g.
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