MANAGEMENT SLANT
- Results in this international context indicate companies high in brand equity should scrutinize sponsorship prices, particularly in cases of shared nationality.
- Sponsors should take advantage of otherwise congruent and uncluttered sponsorship relationships and strongly consider high-performing teams, because the well-established theoretical benefits may not be associated with significant price premiums in Formula One Racing.
- For marketers looking for guidance on the investments associated with different levels of sponsorship, this model also quantifies spending at various levels (i.e., title, sponsor, partner, official status, and supplier level) while controlling for other characteristics of...