Philip Gross

(Author)

Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance (2015)Paperback - 2015, 18 November 2014

Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance (2015)
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Part of Series
Strategie, Marketing Und Informationsmanagement
Print Length
349 pages
Language
English
Publisher
Springer Gabler
Date Published
18 Nov 2014
ISBN-10
3658072490
ISBN-13
9783658072490

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.

Product Details

Author:
Philip Gross
Book Edition:
2015
Book Format:
Paperback
Country of Origin:
NL
Date Published:
18 November 2014
Dimensions:
21.01 x 14.81 x 2.16 cm
ISBN-10:
3658072490
ISBN-13:
9783658072490
Language:
English
Location:
Wiesbaden
Pages:
349
Publisher:
Weight:
494.42 gm

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