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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 cösponsor of the same event. The results provide evidence for direct image transfer between two sponsor brands. Hence, pairing with a cösponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.
| Autorius: | Philip Gross |
| Serija: | Strategie, Marketing und Informationsmanagement |
| Leidėjas: | Springer Fachmedien Wiesbaden |
| Išleidimo metai: | 2014 |
| Knygos puslapių skaičius: | 380 |
| ISBN-10: | 3658072490 |
| ISBN-13: | 9783658072490 |
| Formatas: | 210 x 148 x 21 mm. Knyga minkštu viršeliu |
| Kalba: | Anglų |
Parašykite atsiliepimą apie „Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance“
