Brent Watkins
Published: 2019
Total Pages: 63
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With companies spending more of their money on sponsorship over other, more traditional, forms of marketing, the need for an effective measurement tool has become important. A major factor in companies choosing to invest their money into sponsorship above other forms of marketing is its effectiveness in building on a company's brand. Therefore, these companies require a means of measurement that can reflect if this goal is being achieved. One concept that addresses this need is the framework of customer-based brand equity developed by Kevin Lane Keller (1995) and refined upon by Walfried Lassar, Banwari Mittal, and Arun Sharma (1995), that conceptualizes the concept of brand equity from the perspective of the customer. This framework provides insight into the perceptions customers have about a company's brand. This framework can therefore be utilized to measure the influence a company's sponsorship efforts are having upon those customers. The purpose of this paper is to determine the efficacy of this framework as a measurement tool for a company to utilize in determining the influence their sponsorship efforts are having upon a customer's perception of the company's brand utilizing Red Bulls sponsorship of the Dolomitenmann event in Lienz, Austria.*****With companies spending more of their money on sponsorship over other, more traditional, forms of marketing, the need for an effective measurement tool has become important. A major factor in companies choosing to invest their money into sponsorship above other forms of marketing is its effectiveness in building on a company's brand. Therefore, these companies require a means of measurement that can reflect if this goal is being achieved. One concept that addresses this need is the framework of customer-based brand equity developed by Kevin Lane Keller (1995) and refined upon by Walfried Lassar, Banwari Mittal, and Arun Sharma (1995), that conceptualizes the concept of brand equity from the perspective of the customer