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.
- ISBN13 9783658072490
- Publish Date 18 November 2014 (first published 1 January 2014)
- Publish Status Active
- Publish Country DE
- Imprint Springer Gabler
- Edition 2015 ed.
- Format Paperback
- Pages 349
- Language English