Growing Brands Through Sponsorship

1. Front Matter

   Pages I-XXVIII

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2. Introduction

   • Philip Gross

   Pages 1-17

3. Literature Review and Theoretical Background

   • Philip Gross

   Pages 19-113

4. Conceptual Framework

   • Philip Gross

   Pages 115-137

5. Development of Research Model

   • Philip Gross

   Pages 139-155

6. Research Design and Methodology

   • Philip Gross

   Pages 157-176

7. Hypotheses Testing and Discussion of Results

   • Philip Gross

   Pages 177-220

8. Conclusions and Future Research Directions

   • Philip Gross

   Pages 221-234

9. Back Matter

   Pages 235-349

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​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.

• Brand Image Attitude
• Brand Image Personality
• Brand Image Transfer
• Brand Management
• Identity-Based Brand Management
• Sponsorship Alliance

• Hannover, Germany

  Philip Gross

Dr. Philip Gross obtained his doctoral degree from the Institute of Marketing and Management at the University of Hanover where he works with Prof. Dr. Klaus-Peter Wiedmann. As a founding partner and academic advisor to “Axonalliance – Bright Strategies” he engages with clients on issues of brand leadership and strategic marketing.

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