Resumen de Bowling for dollars: : Establishing perceived need and brand equity in a participatory sport

Todd C. Koesters, Khalid Ballouli, Matthew J. Bernthal, Sandy Hansell

• The article discusses the economic benefits of brand campaign which designed to increase brand awareness and brand equity. It examines the influence of product category to the purchasing behavior of the consumers in the sport and entertainment industry. It also cites several types of brand campaign including magazine distribution, leaflets and interactive campus tour.