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Strategie, Marketing und Informationsmanagement

Growing Brands Through Sponsorship

An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance

Authors: Gross, Philip

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  • ​Study in the field of economic science

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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.

About the authors

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.

Table of contents (7 chapters)

Table of contents (7 chapters)

Buy this book

eBook $64.99
price for USA in USD (gross)
  • ISBN 978-3-658-07250-6
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $84.99
price for USA in USD
  • ISBN 978-3-658-07249-0
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Growing Brands Through Sponsorship
Book Subtitle
An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance
Authors
Series Title
Strategie, Marketing und Informationsmanagement
Copyright
2015
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden
eBook ISBN
978-3-658-07250-6
DOI
10.1007/978-3-658-07250-6
Softcover ISBN
978-3-658-07249-0
Series ISSN
2627-3284
Edition Number
1
Number of Pages
XXVIII, 349
Number of Illustrations
26 b/w illustrations
Topics

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