Abstract:

This paper describes an innovative approach demonstrating the effectiveness and utility of an internationally validated tool that allows marketers to pre-qualify sponsorships - before they make their spending decisions. Via assessments that are predictive of future consumer behavior on the basis of exposure to and/or participation in specific sponsorships, marketers are able to identify which potential sponsorships best enhance brand equity. We define 'brand equity' as the consumers' total perception of a brand's ability to meet or exceed their expectations. To retain today's dynamic consumer - and secure their next purchase, i.e., build loyalty - a brand must meet or exceed consumer expectations in the category. The perception of a brand-s ability to do so is affected by all of its marketing activities, including sponsorships.