ENGLISH

Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance

By Philip Gross (auth.)

Book information

Publisher
Gabler Verlag
Year
2015
ISBN
978-3-658-07249-0, 978-3-658-07250-6
DOI
10.1007/978-3-658-07250-6
Language
english
Format
PDF
Filesize
14 MB (14267039 bytes)
Series
Strategie, Marketing und Informationsmanagement
Edition
1
Pages
349\370
Time added
2015-02-17 02:00:00
Marketing; Market Research; Management/Business fo

Description

​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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