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Growing Brands Through Sponsorship

An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance

  • Book
  • © 2015

Overview

Authors:
  1. Philip Gross

    1. Hannover, Germany

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  • Study in the field of economic science
  • Includes supplementary material: sn.pub/extras

Part of the book series: Strategie, Marketing und Informationsmanagement (SMI)

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Table of contents (7 chapters)

  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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Keywords

About this book

​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.

Authors and Affiliations

  • Hannover, Germany

    Philip Gross

About the author

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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