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Brand Spillover Effects Within A Sponsor Portfolio: The Interaction Of Image Congruence And Portfolio Size

A sponsor portfolio exists where multiple brands sponsor a single activity or property, such as a sporting event, team, league, or a charity simultaneously. While sponsor portfolios are common in practice, little is known about how the brand perceptions of several concurrent sponsors spill over to influence each individual sponsor’s brand. This paper summarizes two experiments that investigate sponsor portfolios to determine how spillover effects influence consumers’ perceptions of a particular sponsor’s brand within the portfolio. In Study 1, empirical evidence substantiates a brand spillover effect between multiple sponsors of a single sport property. In Study 2, the influences of image congruence and portfolio size on this spillover effect are empirically assessed. Results demonstrate an interaction effect whereby brands incongruent to the sponsored property enjoy a more favorable brand perception when included in either a small portfolio inclusive of another incongruent co-sponsor, or a larger portfolio of otherwise congruent sponsors.

INTRODUCTION

One of the fastest growing corporate marketing expenditures is the sponsorship of sports, events, and non-profit organizations, which has topped $57 billion globally...

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Investigations on the effects of ethanol-methanol-gasoline blends in a spark-ignition engine: Performance and emissions analysis

Abstract

This study discusses performance and exhaust emissions from spark-ignition engine fueled with ethanol–methanol–gasoline blends. The test results obtained with the use of low content rates of ethanol–methanol blends (3–10 vol.%) in gasoline were compared to ethanol–gasoline blends, methanol–gasoline blends and pure gasoline test results. Combustion and emission characteristics of ethanol, methanol and gasoline and their blends were evaluated. Results showed that when the vehicle was fueled with ethanol–methanol–gasoline blends, the concentrations of CO and UHC (unburnt hydrocarbons) emissions were significantly decreased, compared to the neat gasoline. Methanol–gasoline blends presented the lowest emissions of CO and UHC among all test fuels. Ethanol–gasoline blends showed a moderate emission level between the neat gasoline and ethanol–methanol–gasoline blends, e.g., ethanol–gasoline blends presented lower CO and UHC emissions than those of the neat gasoline but higher emissions than those of the ethanol–methanol–gasoline blends. In addition, the CO and UHC decreased and CO2 increased when ethanol and/or methanol contents increased in the fuel blends. Furthermore, the effects of...

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