The Role of Sponsorship and Public Relations in Brand Equity Creation: An Exploratory of Vietnamese Consumers Perception of Soft Drinks

摘要

The study applied the mixed-method approach to measure sponsorship and public relations, and their influences on Aaker's four dimensions of brand equity. Applying scale development and Structural Equation Modeling on a final sample of 628 observationson ten leading soft drink brands, the results first developed two consumer-based scales, i.e., sponsorship and public relations, then investigated the effects of sponsorship and public relations on brand equity creation. The study also indicated the country of brand origin does not make any difference in the consumer mentality of the influence of sponsorship and public relations on brand equity dimensions. The findings contribute significantly to the existing knowledge of marketing communications and brand equity. This study also provided several practical implications for both marketing communication designers and brand managers.