Growing Brands Through Sponsorship
An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance
Please note that the standard 14-day cancellation right terminates upon receiving access to the e-book.
Product 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.
Accessibility information
Select variation, to see accessibility information
Details
- ISBN13 9783658072506
- Released 2014
- Publisher Springer Gabler
- Language English