Brand Value, Sporting Sponsorship, and Return-on-Marketing-Investment: A Longitudinal Study including the Development of a Measurement Instrument

本项目将在体育赞助(吉隆足球俱乐部和贝泰克学院)的背景下审查营销的三个相关方面：对主要品牌的估值；对与主要品牌有关的赞助的评估；以及对与赞助有关的非商业活动的评估。本研究项目要研究的模型的三个关键组成部分是：赞助商的决策过程，例如，确定该联盟的投资回报(ROI)；这种关联的价值，例如，赞助商对赞助商的品牌价值；以及赞助商的决策过程，例如，确定该联盟的投资回报率。

This project will examine three related aspects of marketing, within the context of sport sponsorship (Geelong Football Club and Baytec Institute): the valuation of major brands; the evaluation of sponsorship related to major brands; and the evaluation of non-commercial activities related to sponsorship. Three of the key components of the model to be studied in this research project are: the sponsor's decision-making process, e.g., the determination of return on investment (ROI) in this alliance; the value of this association, e.g., the sponsee's brand value to the sponsor; and the sponsee's decision-making process, e.g., the determination of ROI in this alliance.