Browsing by Subject "Brand value"

Now showing 1 - 2 of 2
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    Publication
    Open Access
    Is sports sponsorship effective? Effects on brand equity and engagement on Twitter
    (Universidad de Murcia. Servicio de Publicaciones, 2025) Vega Nuñez, Francisco; Andreu Simó, Luisa; Currás Pérez, Rafael
    The purpose of this study was to analyze the impact of sports sponsorship in social networks on brand equity and engagement on Twitter. Specifically, it focuses on the effectiveness of Ecuadorian soccer sponsorship brands on the four dimensions of brand equity (awareness, loyalty, perceived quality and brand association) and consumer engagement. This empirical study was conducted through two online surveys of soccer fans, with two different stimuli: sponsoring brand (n=224) versus non-sponsoring brand (n=260). The findings indicated that the sponsoring brand presents a positive and significant impact on its brand equity and engagement on Twitter compared to the non-sponsoring brand. The study affirms that brand equity and consumer engagement can offer academics and industry practitioners a viable method for evaluating the effectiveness of sports sponsorship on social media.
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    Publication
    Open Access
    The influence of formal and informal control on market and financial results
    (2021-12-08) Espinosa Sáez, Daniel; Ortiz-Rendón, Paola Andrea; Munuera-Alemán, José Luís; Comercialización e Investigación de Mercados
    Purpose � This paper aims to examine the relationship between control mechanisms and marketing performance based on a sample of marketing managers. To that end, this paper focuses on the relationship between the types of controls used inmarketing and the market and business results. Methodology � This study collected the data through a survey among marketing professionals with experience and decision-making capacity involving marketing budgets and plans, in practical terms a sample of 97 marketing managers and analyzed the data via a structural equation model using Smart PLS 3. Findings � The findings confirm that marketing control mechanisms have a significant impact on business results, demonstrating the relationship of formal controls with market results and the relationship between informal controls with financial results. Likewise, the authors were able to prove that there is a relationship between formal and informal control. Practical implications � The implementation of the control mechanisms should be based on the development of a detailed evaluation system of the activities carried out by the marketing employees and an analysis of their capabilities and abilities. In addition, managers should integrate formal control decisions into their marketing strategy to improve organizational results. Originality � The results of this study help explain the relationship between marketing control mechanisms and organizational results and allow to understand what the level of influence is that marketing control mechanisms have on market and financial results.