Growing Brands Through Sponsorship - E-book

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Growing Brands Through Sponsorship - ENG

An Empirical Investigation Of Brand Image Transfer In A Sponsorship Alliance

Philip Gross

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Sinopsis

ISBN:	9783658072506
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2014-11-07

â€‹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 coâ€‘sponsor of the same event. The results provide evidence for direct image transfer between two sponsor brands. Hence, pairing with a coâ€‘sponsor might fortify or dilute a sponsor brands image depending on the expediency of the image conveyed by that ally.

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