This document discusses how a company's brand value and image may be positively influenced through sports sponsorships and social media activities. It analyzes data from 322 members of a Facebook fan page for a celebrity sports team sponsored by a large mobile telecommunications provider. The study examines whether the perceived brand image of the sports team and its celebrity endorser credibility positively impact perceptions of the sponsoring brand's value among fan page members. It also tests whether these effects differ between existing and non-customers of the sponsor. The findings provide implications for marketing theory and practice regarding the advantages of integrating social media and sponsorships.
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