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- Author: Philip Gross
- Publisher: Springer Gabler
- Year: 2014
- Pages: 349
- ISBN-10: 3658072490
- ISBN-13: 9783658072490
- Format: 14.8 x 21 x 2.2 cm, minkšti viršeliai
- Language: English
- SAVE -10% with code: EXTRA
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Description
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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- Author: Philip Gross
- Publisher: Springer Gabler
- Year: 2014
- Pages: 349
- ISBN-10: 3658072490
- ISBN-13: 9783658072490
- Format: 14.8 x 21 x 2.2 cm, minkšti viršeliai
- Language: English English
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.
Reviews