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Examining the impact of marketing communications on brand image, brand equity and behaviour outcomes (2008–2010)

Abstract:
Increasingly businesses are sponsoring, and celebrities are endorsing, charities. Extant research explains some linkages between sponsorship and the equity of the charity brand involved. However, important questions such as whether sponsorship and celebrity endorsements result in gains in the charity brand's equity remain unanswered. Furthermore, how sponsorship impacts in conjunction with other marketing communication tools is not clear from present research. The proposed research aims to examine the collective impact of two marketing communication tools, sponsorship and celebrity endorsement, on the brand image and brand equity of the charities sponsored. The expected outcome is a framework explaining the above linkages.'',
Grant type:
ARC Linkage Projects
Researchers:
Funded by:
Australian Research Council