Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance
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....
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
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Springer
2015
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| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59514 |
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oai:scholar.dlu.edu.vn:DLU123456789-595142023-11-11T06:42:29Z Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance Gross, Philip Advertising Branding Corporate sponsorship 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. 2015-12-25T07:14:34Z 2015-12-25T07:14:34Z 2015 Book 978-3-658-07250-6 978-3-658-07249-0 https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59514 en application/pdf Springer |
| institution |
Thư viện Trường Đại học Đà Lạt |
| collection |
Thư viện số |
| language |
English |
| topic |
Advertising Branding Corporate sponsorship |
| spellingShingle |
Advertising Branding Corporate sponsorship Gross, Philip Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance |
| 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. |
| format |
Book |
| author |
Gross, Philip |
| author_facet |
Gross, Philip |
| author_sort |
Gross, Philip |
| title |
Growing Brands Through Sponsorship:
An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance |
| title_short |
Growing Brands Through Sponsorship:
An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance |
| title_full |
Growing Brands Through Sponsorship:
An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance |
| title_fullStr |
Growing Brands Through Sponsorship:
An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance |
| title_full_unstemmed |
Growing Brands Through Sponsorship:
An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance |
| title_sort |
growing brands through sponsorship:
an empirical investigation of brand image transfer in a sponsorship alliance |
| publisher |
Springer |
| publishDate |
2015 |
| url |
https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59514 |
| _version_ |
1782543998950309888 |