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Books > Business & Economics > Business & management > Sales & marketing > Market research
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Growing Brands Through Sponsorship - An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance (Paperback, 2015 ed.)
Loot Price: R2,212
Discovery Miles 22 120
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Growing Brands Through Sponsorship - An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance (Paperback, 2015 ed.)
Series: Strategie, Marketing und Informationsmanagement
Expected to ship within 18 - 22 working days
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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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