Marketers allocate significant resources to purchase the rights to the sport intellectual property (SIP) of sponsored properties. However, the effectiveness of SIP in influencing sponsorship-related outcomes, such as brand attitudes and purchase intentions, are lacking in empirical studies. Further, it is unknown whether moderators such as congruence, brand equity, and articulation influence SIP usage outcomes. Therefore, between-subject experimental designs involving the manipulation of package designs were undertaken across three studies. Results indicate the use of SIP on packaging was...Read more
