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

by Philip Gross

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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...

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"

Related Subjects

Business Business & Investing Economics

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

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