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Growing Brands through Sponsorship : An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance. スポンサーシップ提携における ブランドイメージの移転の経験的考察
・ISBN 978-3-658-07249-0 hard EUR 49.99
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| 著者・編者 | Gross, Philip, |
|---|---|
| シリーズ | Strategie, Marketing und Informationsmanagement |
| 出版社 | (Springer Gabler, GW) |
| 出版年月 | 2014 |
| ページ数 | 380 S. |
| 言語 | ENG |
| ニュース番号 | ＜620-835＞ |
解説
?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.