ABSTRACT The study applied the mixed-method approach to measure sponsorship and public relations, and their influences on Aaker’s four dimensions of brand equity. Applying scale development and Structural Equation Modeling on a final sample of 628 observations on ten leading soft drink brands, the results first developed two consumer-based scales, i.e., sponsorship and public relations, then investigated the effects of sponsorship and public relations on brand equity creation. The study also indicated the country of brand origin does not make any difference in the consumer mentality of the influence of sponsorship and public relations on brand equity dimensions. The findings contribute significantly to the existing knowledge of marketing communications and brand equity. This study also provided several practical implications for both marketing communication designers and brand managers.

中文翻译：

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赞助和公共关系在品牌资产创造中的作用：越南消费者对软饮料的看法探讨

摘要该研究采用混合方法来衡量赞助和公共关系，以及它们对Aaker品牌资产四个维度的影响。在对十个领先软饮料品牌的628个观察结果的最终样本中应用规模发展和结构方程模型，结果首先建立了两个基于消费者的规模，即赞助和公共关系，然后调查了赞助和公共关系对品牌资产的影响创建。研究还表明，品牌起源国对赞助和公共关系对品牌资产维度的影响的消费者心态没有任何变化。这些发现大大有助于现有的营销传播和品牌资产知识。