Growing Brands Through Sponsorship

Name: Growing Brands Through Sponsorship
Brand: Springer Nature
SKU: 9783658072506
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Springer Nature

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9783658072506

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New

Product 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 cosponsor of the same event. The results provide evidence for direct image transfer between two sponsor brands. Hence, pairing with a cosponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.

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