Sponsorship has seen a rapid growth in recent years in both the dollars devoted to it and its prominence as a legitimate element of a company’s promotional mix. As traditional media have become more expensive and cluttered, sponsorship is viewed as a cost‐effective alternative. As an element...

In the heated debate about marketing globalization, the issue of brand standardization has received much less attention compared with advertising standardization. When both issues have been addressed, empirically or conceptually, they have not been considered simultaneously. The current study...