EAN: 9783658072490

Bilder-Quelle: discount24.de - Sport-Freizeit

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.

Produktinformationen zuletzt aktualisiert am
24.03.2025 um 11:57 Uhr

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