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

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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

Table of Contents:

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
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
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
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
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

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

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