Impact of Sponsorship and Publicity on Brand Equity

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

doi:10.6007/ijarbss/v4-i12/1324

Cited by 9 publications

(6 citation statements)

References 13 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Research suggests that new online media platforms are having great impact on public relations (Tancer, 2008;Wright & Hinson, 2006a, 2006b, 2007a, 2007b, 2008a, 2008c, 2008d, 2008e, 2009&, 2009b). To anchor this research result, there is a notion that sponsorship enhances the corporate image and corporate identity as cited in Tufail et al (2014).…”

Section: Results Discussionmentioning

confidence: 99%

Embracing public relations (PR) as survival panacea to private colleges’ corporate image & corporate identity erosion

Nyagadza

Mazuruse

2021

Cogent Social Sciences

View full text Add to dashboard Cite

The research study explored the role of Public Relations (PR) elements such as seminars and speeches, digital media in creating a positive corporate image and corporate identity and explored how selected private colleges in Chitungwiza, Zimbabwe can leverage on publicity to boost students' enrolment. Extant literature of PR was approached and the Hedging and Wedging theory of communication was used as the theoretical framework for the research. The researcher applied mixedpluralist research approach, where the qualitative research design was nested into partially quantitative research design. Methodology applied was exploratory, deductively anchored on the critical analysis of the data and discussion of findings to arrive at an informed decision. A purposive sample of 300 students, 30 teachers, 10 college directors and 30 administrators and self-administered closed-ended questionnaires were used in different private colleges. Structural Equation Modelling (SEM) using AMOS version 6 software, was used to test the propositions. Major findings are that seminars and speeches are less frequently than other digital PR Brighton Nyagadza ABOUT THE AUTHOR Brighton Nyagadza is a Doctor of Philosophy (Marketing Management) finalist

show abstract

Section: Results Discussionmentioning

confidence: 99%

Embracing public relations (PR) as survival panacea to private colleges’ corporate image & corporate identity erosion

Nyagadza

Mazuruse

2021

Cogent Social Sciences

View full text Add to dashboard Cite

show abstract

“…is very helpful to create brand equity in the telecom sector. ( Tufail & Saeed. 2014) higher the publicity or more sponsorships and good public relation help to build strong brand equity.…”

Section: The Significance Of Public Relation To Brand Equitymentioning

confidence: 99%

“…(Simon & Sullivan, 1993) marketing movement such as the age of the brand, advertisement expenditure, the Oder of entry, current and former ad share and product portfolio can trace the origin of brand equity. (Tufail, Saeed, Zameer, Bilal, & Naeem, 2014) The researcher tries to find out the contribution of event marketing on brand equity. The researcher found event marketing such as trade and street events, sponsored events play a significant role and contribute to building brand equity.…”

Section: Introductionmentioning

confidence: 99%

Does Promotion Mix Really Help To Enhance Brand Equity: A Literature Review

Kumar¹,

Patra²

2017

Asian Jour. Manag.

View full text Add to dashboard Cite

In the modern marketing, promotion is the most familiar strategy used by the various business organizations to fascinate the customer. Promotional mix is a critical approach to enhance the sales that are why companies try to do some more attractive, influencing promotion through various media. The prime motive of the article is reviewing the promotions mix elements significance (advertising, personal selling, public relations and direct marketing, sale promotion) to brand equity dimensions. The result endorses that promotional mix component helps to enhance the brand equity. No doubt, promotion mix elements have a dynamic and significant impact on brand equity, but studies also recommended that monetary promotion might harm brand image which can be a negative effect on brand equity creation. This article discusses the significance of promotion mix element to brand equity.

show abstract

“…All organizations operate in diverse public spheres and create new publicity with their actions to build public trust and reputation. Tufail et al (2014) contended that publicity is one of the best management functions that establishes, recognizes and assists in maintaining reciprocal and mutually benefiting relationship with the public. Publicity is the distribution of information by personal or non-personal ways, which is not directly rewarded for by the company, nor is the company the source (Salaam 2017).…”

Section: Introductionmentioning

confidence: 99%

The Influence of Publicity and Sales Promotion on Marketing Performance in Nigeria

Ogunmuyiwa¹

2022

AJBE

View full text Add to dashboard Cite

Sales promotion and publicity are key promotional marketing tools which have assisted organizations to wax stronger in a global competitive environment. This study investigates the significance of publicity and sales promotion in Nigeria. The research design adopted for this study is survey research design while the sampling technique adopted is simple random sampling technique The Chi-square method is used to test the hypothesis based on the responses from the five-point Likert rating scale of the structured questionnaire. The findings reveal that publicity and sales promotion are veritable tools for achieving organizational marketing goals in a competitive marketing environment. It is recommended that publicity and sales promotion should be well utilized to stimulate customers demand, boost organizational reputation without detriment to product quality and performance. JEL Codes: M31, M37 Keywords: publicity, sales promotion, digital marketing era, promotion mix, marketing tools, marketing performance

show abstract

Impact of Sponsorship and Publicity on Brand Equity

Cited by 9 publications

References 13 publications

Embracing public relations (PR) as survival panacea to private colleges’ corporate image & corporate identity erosion

Embracing public relations (PR) as survival panacea to private colleges’ corporate image & corporate identity erosion

Does Promotion Mix Really Help To Enhance Brand Equity: A Literature Review

The Influence of Publicity and Sales Promotion on Marketing Performance in Nigeria

Contact Info

Product

Resources

About