Growing brands through sponsorship : an empirical investigation of brand image transfer in a sponsorship alliance /

Saved in:

Bibliographic Details
Author / Creator:	Gross, Philip, author.
Imprint:	Wiesbaden : Springer Gabler, [2014] ©2015
Description:	1 online resource (xxviiiI, 349 pages) : illustrations.
Language:	English
Series:	Strategie, Marketing und Informationsmanagement Strategie, Marketing und Informationsmanagement.
Subject:	Corporate sponsorship. Branding (Marketing) Advertising. Advertising. Branding (Marketing) Corporate sponsorship. Electronic books.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/11089409

Hidden Bibliographic Details
ISBN:	9783658072506 3658072504 9783658072490
Notes:	"Dissertation University of Hanover, 2014." Includes bibliographical references. Online resource; title from PDF title page (SpringerLink, viewed December 10, 2014).
Summary:	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 tr.
Other form:	Print version: Gross, Philip Growing Brands Through Sponsorship : An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance Wiesbaden : Springer Fachmedien Wiesbaden,c2014 9783658072490

Similar Items