It has been recently suggested that sponsor identification may be biased in favor of prominent brands. All things equal, consumers are more likely to attribute sponsorship to brands that they perceive to be more prominent in the marketplace, such as large-share brands. This article offers additional empirical evidence for this phenomenon and examines the underlying processes. The results of a c...

This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship-linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communicat...

203 P ublication in peer-reviewed journals is the " coin " of the academic realm. Faculty who publish extensively are more quickly and easily promoted. They also establish reputations in their area of expertise resulting in national and international recognition. This leads to speaking engagements and better credentials for research grant applications. For physicians, patient care volume may in...

Abstract What percentage of its assets should a defined benefit pension plan invest into stocks as funding ratio varies? We show that the answer to this question depends on institutional setting and in particular extent which sponsoring company contributes fund varies. consider two settings: one setting, only if is below target level (as case, for example, US); other always Switzerland). these ...

To show how the gasburner from the case study can be speciied without timer actions Project Sponsor