... Management and Marketing Research The worth of sport, Page 1 The worth of sport event sponsorship: an event study Jin-Woo Kim The University of Texas at Arlington Abstract The authors ... 24-26. Journal of Management and Marketing Research The worth of sport, Page 14 Simon, Carol J. and Mary W. Sullivan (1993), The Measurement and Determinants of Brand Equity: A Financial Approach,” ... Journal of Management and Marketing Research The worth of sport, Page 10 The Effects of Brand Equity Prior research shows that a substantial fraction of the valuation of consumer goods companies...