A Managerial Perspective on the Development of Brand

Abstract

The use of sponsorship-linked marketing programs to generate product and cotporate awareness has grown dramatically over the past two decades. Sponsorships are effective for building brand awareness, brand image, and cotporate image. Each of these elements is considered to be part of brand knowledge (Keller 1993). The purpose of this study was to examine how managers responsible for sponsorship activities perceive their sponsorships' contribution to elements of brand knowledge