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Growing Brands Through Sponsorship : An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance, Paperback / softback Book

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

Part of the Strategie, Marketing und Informationsmanagement series

Paperback / softback

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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.

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