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Impact of Sponsorship and Publicity on Brand Equity

Author

Listed:
  • Sajid Tufail
  • Rashid Saeed
  • Hashim Zameer
  • Muhammad Bilal
  • Bilal Naeem

Abstract

This paper discusses the impact of Publicity and Sponsorship on Brand Equity. Data were collected via a questionnaire distributed to almost all big cities of Pakistan among educated persons/university students. Hierarchical regression analysis of data from 200 respondents was used to test two hypotheses. The results show that Publicity and Sponsorship has a positive relationship with Brand Equity. When Publicity and Sponsorship is favorable, there is positive effect on Brand Equity. Further research should examine the role of public relations and advertisement in building Brand equity.

Suggested Citation

  • Sajid Tufail & Rashid Saeed & Hashim Zameer & Muhammad Bilal & Bilal Naeem, 2014. "Impact of Sponsorship and Publicity on Brand Equity," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(12), pages 15-23, December.
    • Handle: RePEc:hur:ijarbs:v:4:y:2014:i:12:p:15-23
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    References listed on IDEAS

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    1. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    2. Kim, Kyung Hoon & Kim, Kang Sik & Kim, Dong Yul & Kim, Jong Ho & Kang, Suk Hou, 2008. "Brand equity in hospital marketing," Journal of Business Research, Elsevier, vol. 61(1), pages 75-82, January.
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    Cited by:

    1. Sandeep Kumar & Sidheswar Patra, 2017. "Does Promotion Mix Really Help to Enhance Brand Equity: A Literature Review," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(2), pages 80-86, May.
    2. Agostino Sorbara, 2021. "Promotion Processes and Sponsorship Strategies in the Marketing of a Sports Organization," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 11(2), pages 91-101.
    3. Michael Segun Ogunmuyiwa, 2022. "The Influence of Publicity and Sales Promotion on Marketing Performance in Nigeria," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 8(1), pages 65-78, January.
    4. Elham Tomalieh, 2016. "The Impact of Events Sponsorship on Attendee’s Purchase Intention: The Mediating Role of Brand Image," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(8), pages 162-162, July.
    5. Gatana Michael Muchira & Stephen Maore & Simon Muriithi, 2024. "Relationship between Education Sponsorship and Brand Equity amongst Beverage Companies in Nairobi City County," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(2), pages 1746-1755, February.

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