Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance

by Philip Gross

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...

• Format: Paperback
• Language: English
• ISBN: 3658072490
• ISBN13: 9783658072490
• Release Date: November 2014
• Publisher: Springer Gabler
• Length: 349 Pages
• Weight: 1.09 lbs.
• Dimensions: 0.8" x 5.8" x 8.3"