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.
This could also be of interest:
Research Papers
Take me home, country roads!
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Arindam Mohanty, Vipul Sachdeva, Zaneta Sebastian
Companies: PepsiCo, Kantar
September 8, 2019
Research Papers
Are you talking to me?
Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Martine Thiesse, Finola Gowers
 
November 1, 1996
Videos
Take me home, country roads!
Catalogue: Congress 2019: The Global Data & Insights Summit
Author: Arindam Mohanty
Companies: PepsiCo, Kantar
September 8, 2019
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)