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Growing Brands Through Sponsorship An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance

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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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Publisher

: Springer Gabler Wiesbaden., 2015

Collation

XXVIII, 349

Language

English

ISBN/ISSN

978-3-658-07249-0

Classification

NONE

Content Type

text

Media Type

computer

Carrier Type

online resource

Edition

Ed. 1

Subject(s)

Marketing

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Statement of Responsibility

Philip Gross

Other Information

Cataloger

Khusnun

Source

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Validator

maya

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