Strategie, Marketing und Informationsmanagement / Growing Brands Through Sponsorship
An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance
(Sprache: Englisch)
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...
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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.
Inhaltsverzeichnis zu „Strategie, Marketing und Informationsmanagement / Growing Brands Through Sponsorship “
Brands and Identity-Based Brand Management.- Sponsorship Alliance.- Brand Image Transfer: Attitude and Personality.
Autoren-Porträt von Philip Gross
Dr. Philip Gross obtained his doctoral degree from the Institute of Marketing and Management at the University of Hanover where he works with Prof. Dr. Klaus-Peter Wiedmann. As a founding partner and academic advisor to "Axonalliance - Bright Strategies" he engages with clients on issues of brand leadership and strategic marketing.
Bibliographische Angaben
- Autor: Philip Gross
- 2014, 2015, XXVIII, 349 Seiten, Masse: 14,8 x 21 cm, Kartoniert (TB), Englisch
- Verlag: Springer, Berlin
- ISBN-10: 3658072490
- ISBN-13: 9783658072490
- Erscheinungsdatum: 18.11.2014
Sprache:
Englisch
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