Details
| Original language | English |
|---|---|
| Pages (from-to) | 1079-1097 |
| Number of pages | 19 |
| Journal | Psychology and Marketing |
| Volume | 32 |
| Issue number | 11 |
| Publication status | Published - 8 Oct 2015 |
Abstract
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. This study addresses a new opportunity for brand collaboration that may arise from the vigor of a disregarded ally. Specifically, the authors infer from congruity theory and associative learning theory to propose a research model that advocates the idea of a sponsor to also gain from brand attitude and personality traits innately tied to a cosponsor paired with the same event. Structural equation and, respectively, path model testing provide evidence for direct transfer of attitudes as well as for carryover of personality traits between two sponsor brands. These transfer effects turn out to be moderated by perceived fit between the sponsor brands' images and by familiarity with the target sponsor brand. Brand managers may want to bring these findings to bear in sponsorship policy design and execution by purposefully choosing with whom they share a perimeter billboard or any other sponsorship signage. Such a deliberate approach stands in contrast to current sponsorship practice where agents tend to disregard linked cosponsors and, instead, fortuitously yield up to their fate.
ASJC Scopus subject areas
- Psychology(all)
- Applied Psychology
- Business, Management and Accounting(all)
- Marketing
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In: Psychology and Marketing, Vol. 32, No. 11, 08.10.2015, p. 1079-1097.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - The Vigor of a Disregarded Ally in Sponsorship
T2 - Brand Image Transfer Effects Arising from a Cosponsor
AU - Gross, Philip
AU - Wiedmann, Klaus Peter
PY - 2015/10/8
Y1 - 2015/10/8
N2 - 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. This study addresses a new opportunity for brand collaboration that may arise from the vigor of a disregarded ally. Specifically, the authors infer from congruity theory and associative learning theory to propose a research model that advocates the idea of a sponsor to also gain from brand attitude and personality traits innately tied to a cosponsor paired with the same event. Structural equation and, respectively, path model testing provide evidence for direct transfer of attitudes as well as for carryover of personality traits between two sponsor brands. These transfer effects turn out to be moderated by perceived fit between the sponsor brands' images and by familiarity with the target sponsor brand. Brand managers may want to bring these findings to bear in sponsorship policy design and execution by purposefully choosing with whom they share a perimeter billboard or any other sponsorship signage. Such a deliberate approach stands in contrast to current sponsorship practice where agents tend to disregard linked cosponsors and, instead, fortuitously yield up to their fate.
AB - 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. This study addresses a new opportunity for brand collaboration that may arise from the vigor of a disregarded ally. Specifically, the authors infer from congruity theory and associative learning theory to propose a research model that advocates the idea of a sponsor to also gain from brand attitude and personality traits innately tied to a cosponsor paired with the same event. Structural equation and, respectively, path model testing provide evidence for direct transfer of attitudes as well as for carryover of personality traits between two sponsor brands. These transfer effects turn out to be moderated by perceived fit between the sponsor brands' images and by familiarity with the target sponsor brand. Brand managers may want to bring these findings to bear in sponsorship policy design and execution by purposefully choosing with whom they share a perimeter billboard or any other sponsorship signage. Such a deliberate approach stands in contrast to current sponsorship practice where agents tend to disregard linked cosponsors and, instead, fortuitously yield up to their fate.
UR - http://www.scopus.com/inward/record.url?scp=84943384857&partnerID=8YFLogxK
U2 - 10.1002/mar.20848
DO - 10.1002/mar.20848
M3 - Article
AN - SCOPUS:84943384857
VL - 32
SP - 1079
EP - 1097
JO - Psychology and Marketing
JF - Psychology and Marketing
SN - 0742-6046
IS - 11
ER -