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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