This paper discusses the impact of Publicity and Sponsorship on Brand Equity. Data were collected via a questionnaire distributed to almost all big cities of Pakistan among educated persons/university students. Hierarchical regression analysis of data from 200 respondents was used to test two...

The purpose of this article is to study consumer innovativeness and to explore various consumer motivations behind adoption of innovation. Consumers may have different motivations behind adoption of an innovation. Most of the researchers researched different categories of consumer needs which...