August 2021

Evaluating the impact of brand experiences on customer-based brand equity for tournament title sponsors

The purpose of this study is to evaluate the impact of brand experiences on customer-based brand equity (CBBE) for title sponsors of short-term tournaments. Although prevalent in practice, the intersection of the variables under study has received limited academic probe, the study seeks to empirically illuminate the relationship. The study presents an adapted theoretical framework to interpret this relationship. The...

Author(s): Pragasen Pillay and Mxolisi Sibiya