Impact of Sponsorship and Publicity on Brand Equity

Sajid Tufail, Rashid Saeed, Hashim Zameer, Muhammad Bilal and Bilal Naeem

International Journal of Academic Research in Business and Social Sciences, 2014, vol. 4, issue 12, 15-23

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.

Keywords: Publicity; Sponsorship; Brand Equity (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:4:y:2014:i:12:p:15-23

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