Philip Gross Unisex Multicolor Growing Brands Through Sponsorship : An Empirical Investigation Of

Name: Philip Gross Unisex Multicolor Growing Brands Through Sponsorship : An Empirical Investigation Of
Brand: Philip Gross

Philip Gross

Growing Brands Through SponsorshipAn Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance\nAuthor(s): Philip Gross\nFormat: Paperback\nPublisher: Springer Fachmedien Wiesbaden, Germany\nImprint: Springer Gabler\nISBN-13: 9783658072490, 978-3658072490\nSynopsis\n?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.