Are brands wasting money on sport sponsorships? A new look at brand personality, brand equity, and official sponsorship effects

Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.
Wakefield, Wakefield, Keller, and Rivers


  • Personality matters. Fans categorize brands as having fun–friendly–social and traditional–reliable–straightforward personalities, so where your brand stands within and across categories matters.

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