Details
| Original language | English |
|---|---|
| Publisher | Springer Science + Business Media |
| Number of pages | 349 |
| ISBN (electronic) | 9783658072506 |
| ISBN (print) | 9783658072490 |
| Publication status | Published - 1 Jan 2015 |
Abstract
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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Springer Science + Business Media, 2015. 349 p.
Research output: Book/Report › Monograph › Research › peer review
}
TY - BOOK
T1 - Growing brands through sponsorship
T2 - An empirical investigation of brand image transfer in a sponsorship alliance
AU - Gross, Philip
A2 - Wiedmann, Klaus Peter
PY - 2015/1/1
Y1 - 2015/1/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84944064400&partnerID=8YFLogxK
U2 - 10.1007/978-3-658-07250-6
DO - 10.1007/978-3-658-07250-6
M3 - Monograph
AN - SCOPUS:84944064400
SN - 9783658072490
BT - Growing brands through sponsorship
PB - Springer Science + Business Media
ER -