Event Brand Image and Awareness: A Review on the Persuasiveness of Sponsorship Leveraging Activities

Although leveraging is not the sponsor responsibility, a substantial number of research concluded that sponsorship effectiveness highly related to activeness sponsors leverage their investment. This discusses issues sponsorship, brand image as well strategies namely use leveraged packaging (SLP), association and co-visibility, TV emotional connections cause-related marketing (CRM). More studies should be undertaken on linking enhance most importantly, how measure only but outcome activities.