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Opis

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.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Growing Brands Through Sponsorship
• Podtytuł: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance
• Autor: Philip Gross
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 349
• EAN: 9783658072490
• ISBN: 3658072490
• ID: 05328392
• Wydawca: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• Waga: 4896 g
• Wymiary: 210 × 148 × 20 mm
• Data wydania: 08. November 2014

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