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Found 1 from your keywords: author=GROSS, Philip
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Growing Brands Through Sponsorship An Empirical Investigation of Brand Image…
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GROSS, Philip

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 t…

Edition
Ed. 1
ISBN/ISSN
978-3-658-07249-0
Collation
XXVIII, 349
Series Title
-
Call Number
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