Growing Brands Through Sponsorship

An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance
2015
ISBN: 978-3-658-07249-0
Verlag: Springer

Buch, Englisch, 349 Seiten, Book, Format (B × H): 148 mm x 210 mm, Gewicht: 4896 g

Reihe: Strategie, Marketing und Informationsmanagement

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.

Zielgruppe

Research

Autoren/Hrsg.

Gross, Philip

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Brands and Identity-Based Brand Management.- Sponsorship Alliance.- Brand Image Transfer: Attitude and Personality.

Über Autor(innen)

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.