Research undertaken in the Brands and Sponsorship stream looks at how effectiveness might be measured and how brands can improve their communications. Specific research projects are being conducted in the following areas.
- understanding how consumers identify with product and firms and form attachments that are the foundation of brand loyalty
- examination of more specific aspects of brand equity including retailer equity, event equity and country equity
- examination of stock market reactions to marketing decisions to invest in sponsorship of sports
- discovering ways in which memory for brand associations such as those formed in corporate sponsorship of sports and events can be enhanced to improve brand recall
- identification and assessment of leavers, such as willingness to pay, in previously under researched areas such as eco-labelling and organic ingredients
- exploration of the contribution of micro and macro aspects of country of origin on development of consumer based brand equity
- understanding how corporate policy influences the development of a portfolio of sponsorship investments which are designed to support corporate mission and develop strong brands
- launching new basic research studies on the ways in which brand associations are established in and retrieved from memory
