Growing Brands Through Sponsorship : An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance PDF
by Philip Gross
Part of the Strategie, Marketing und Informationsmanagement series
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Description
?Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance.
Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement.
Yet this practice leaves a valuable part of a sponsorship alliance unexploited.
Specifically, the author infers from theories of social and cognitive psychology to propose and test a research model that accounts for a sponsor to also gain from brand attitude and personality traits innately tied to a co sponsor of the same event.
The results provide evidence for direct image transfer between two sponsor brands.
Hence, pairing with a co sponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.
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- Format:PDF
- Publisher:Springer Fachmedien Wiesbaden
- Publication Date:07/11/2014
- Category:
- ISBN:9783658072506
Information
-
Download Now
- Format:PDF
- Publisher:Springer Fachmedien Wiesbaden
- Publication Date:07/11/2014
- Category:
- ISBN:9783658072506