Growing brands through sponsorship : an empirical investigation of brand image transfer in a sponsorship alliance /
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| 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: | |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/11089409 |
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| 100 | 1 | |a Gross, Philip, |e author. |0 http://id.loc.gov/authorities/names/n84017657 |1 http://viaf.org/viaf/64954664 | |
| 245 | 1 | 0 | |a Growing brands through sponsorship : |b an empirical investigation of brand image transfer in a sponsorship alliance / |c Philip Gross ; foreword by Prof. Dr. Klaus-Peter Wiedmann. |
| 264 | 1 | |a Wiesbaden : |b Springer Gabler, |c [2014] | |
| 264 | 4 | |c ©2015 | |
| 300 | |a 1 online resource (xxviiiI, 349 pages) : |b illustrations. | ||
| 336 | |a text |b txt |2 rdacontent |0 http://id.loc.gov/vocabulary/contentTypes/txt | ||
| 337 | |a computer |b c |2 rdamedia |0 http://id.loc.gov/vocabulary/mediaTypes/c | ||
| 338 | |a online resource |b cr |2 rdacarrier |0 http://id.loc.gov/vocabulary/carriers/cr | ||
| 490 | 1 | |a Strategie, Marketing und Informationsmanagement | |
| 500 | |a "Dissertation University of Hanover, 2014." | ||
| 504 | |a Includes bibliographical references. | ||
| 588 | 0 | |a Online resource; title from PDF title page (SpringerLink, viewed December 10, 2014). | |
| 505 | 0 | |a Foreword; Acknowledgments; Abstract; Overview of Contents; Extensive Table of Contents; List of Figures; List of Tables; Abbreviations; 1 Introduction; 1.1 Research problem and aim; 1.2 Research questions; 1.3 Scope of research; 1.4 Research methodology and approach; 1.5 Structure of thesis; 2 Literature Review and Theoretical Background; 2.1 Brands and identity-based brand management; 2.2 Sponsorship and its role in the marketing communications mix; 2.2.1 History and development; 2.2.2 Definitions and current understanding; 2.2.3 Sponsorship forms; 2.2.4 Sponsorship objectives | |
| 505 | 8 | |a 2.2.5 Role in the marketing communications mix2.3 Sponsorship alliance; 2.4 Brand image; 2.4.1 Historical roots of brand image in marketing; 2.4.2 Characteristics and definition of the brand image concept; 2.4.3 Attitude-based perspective on brand image; 2.4.4 Associative network-based perspective on brand image; 2.4.5 Functions of brand image; 2.5 Theoretical perspectives on image transfer; 2.5.1 Congruity theory; 2.5.2 Multi-store model of memory; 2.5.3 Associative learning theory; 3 Conceptual Framework; 3.1 Objectives and guiding principles of a conceptual framework | |
| 505 | 8 | |a 3.2 The behaviorist S-R paradigm3.3 The cognitivist S-O-R paradigm; 3.4 Application of the cognitivist S-O-R paradigm on image transfer in a sponsorship alliance; 3.4.1 The realm of stimulus; 3.4.2 The realm of response; 3.4.3 The realm of organism; 3.5 Synthesis of the conceptual framework; 4 Development of Research Model; 4.1 Brand image transfer from co-sponsor to focal sponsor; 4.2 Stability of focal sponsor brand image; 4.3 Brand image transfer from sponsorship property to focal sponsor; 4.4 Direct and moderating effects of brand image fit; 4.4.1 Direct effects of brand image fit | |
| 505 | 8 | |a 4.4.2 Moderating effects of brand image fit4.5 Moderating effects of focal sponsor brand familiarity; 5 Research Design and Methodology; 5.1 Creation of a fictitious sponsorship alliance; 5.2 Experimental design and data collection; 5.3 Sampling procedure; 5.4 Assessment of measurement scales; 5.4.1 Assessment of brand image scale -- Attitude-based perspective; 5.4.2 Assessment of brand image scale -- Associative network-based perspective; 5.4.3 Assessment of brand image fit scale; 5.4.4 Assessment of brand familiarity scale; 6 Hypotheses Testing and Discussion of Results | |
| 505 | 8 | |a 6.1 Manipulation checks6.2 Convergence of brand attitudes and personality profiles; 6.2.1 Hypotheses testing; 6.2.2 Discussion; 6.3 Attitude transfer in the fictitious sponsorship alliance; 6.3.1 Hypotheses testing; 6.3.2 Discussion; 6.4 Personality transfer in the fictitious sponsorship alliance; 6.4.1 Hypotheses testing; 6.4.2 Discussion; 6.5 Direct effects of brand image fit; 6.5.1 Hypotheses testing; 6.5.2 Discussion; 6.6 Moderating effect of focal sponsor/co-sponsor brand image fit; 6.6.1 Hypotheses testing; 6.6.2 Discussion | |
| 520 | |a 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. | ||
| 650 | 0 | |a Corporate sponsorship. |0 http://id.loc.gov/authorities/subjects/sh88003291 | |
| 650 | 0 | |a Branding (Marketing) |0 http://id.loc.gov/authorities/subjects/sh2007006470 | |
| 650 | 0 | |a Advertising. |0 http://id.loc.gov/authorities/subjects/sh85001086 | |
| 650 | 7 | |a Advertising. |2 fast |0 (OCoLC)fst00797511 | |
| 650 | 7 | |a Branding (Marketing) |2 fast |0 (OCoLC)fst01743755 | |
| 650 | 7 | |a Corporate sponsorship. |2 fast |0 (OCoLC)fst00879716 | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Advertising & Promotion |2 bisacsh | |
| 650 | 4 | |a Advertising. | |
| 650 | 4 | |a Branding (Marketing). | |
| 650 | 4 | |a Corporate sponsorship. | |
| 655 | 4 | |a Electronic books. | |
| 655 | 0 | |a Electronic books. | |
| 776 | 0 | 8 | |i Print version: |a Gross, Philip |t Growing Brands Through Sponsorship : An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance |d Wiesbaden : Springer Fachmedien Wiesbaden,c2014 |z 9783658072490 |
| 830 | 0 | |a Strategie, Marketing und Informationsmanagement. | |
| 856 | 4 | 0 | |u http://link.springer.com/10.1007/978-3-658-07250-6 |y SpringerLink |
| 903 | |a HeVa | ||
| 929 | |a eresource | ||
| 999 | f | f | |i 4541e15d-7813-54e0-9671-a826fd6e0090 |s f66b233c-f137-5f03-bece-3f43211693a9 |
| 928 | |t Library of Congress classification |a HD59.35 |l Online |c UC-FullText |u http://link.springer.com/10.1007/978-3-658-07250-6 |z SpringerLink |g ebooks |i 9902538 | ||