The Role of Involvement in Sports and Sport Spectatorship in Sponsor’s Brand Use: The Case of Mountain Dew and Action Sports Sponsorship, pp. 14-24

Gregg Bennett
Mauricio Ferreira
Jaedeock Lee
Fritz Polite

Brand use is a critically important measure of business and marketing success (Allenby et al., 2002), and the search for empirical evidence explaining product or brand use is a major stream in marketing literature (Fennell, Allenby, Yang, & Edwards, 2003). Over the past century, research has examined the relationship among several variables (e.g., psychographics, age, gender, and other demographics) in an effort to better understand consumption rates and brand use (Shaw, 1912; Smith, 1956) so strategies can be developed to increase brand use...