Growing Brands Through Sponsorship

An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance

By:

Philip Gross

Format:

Paperback / softback

Series:

Strategie, Marketing Und Informationsmanagement

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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.

Author Biography:

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.

Release date Australia

November 18th, 2014

Author

Philip Gross

Audience

Professional & Vocational

Illustrations

26 Illustrations, black and white; XXVIII, 349 p. 26 illus.

Pages

349

Series

Strategie, Marketing Und Informationsmanagement

Dimensions

148x210x22

ISBN-13

9783658072490

Product ID

22775674

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