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The Resource Growing Brands Through Sponsorship : An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance, by Philip Gross, (electronic resource)

Growing Brands Through Sponsorship : An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance, by Philip Gross, (electronic resource)

Label
Growing Brands Through Sponsorship : An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance
Title
Growing Brands Through Sponsorship
Title remainder
An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance
Statement of responsibility
by Philip Gross
Creator
Author
Subject
Language
eng
Summary
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. Contents · Brands and Identity-Based Brand Management · Sponsorship Alliance · Brand Image Transfer: Attitude and Personality Target Groups · Researchers and students in the fields of marketing, brand management and brand image transfer · Practitioners in the field of sponsorship management The Author Dr. Philip Gross obtained his doctoral degree from the Institute of Marketing and Management at the University of Hanover where he works with Prof. Dr. Klaus-Peter Wiedmann. As a founding partner and academic advisor to “Axonalliance – Bright Strategies” he engages with clients on issues of brand leadership and strategic marketing. .--
Member of
Assigning source
Provided by publisher
http://library.link/vocab/creatorName
Gross, Philip
http://bibfra.me/vocab/relation/httpidlocgovvocabularyrelatorsaut
jPDgE1rooV8
Literary form
non fiction
Nature of contents
dictionaries
Series statement
  • Springer eBooks
  • Springer eBooks.
  • Strategie, Marketing und Informationsmanagement
http://library.link/vocab/subjectName
  • Management
  • Market research
  • Marketing
Label
Growing Brands Through Sponsorship : An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance, by Philip Gross, (electronic resource)
Link
http://ezproxy.eui.eu/login?url=https://doi.org/10.1007/978-3-658-07250-6
Instantiates
Publication
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Brands and Identity-Based Brand Management -- Sponsorship Alliance -- Brand Image Transfer: Attitude and Personality
Control code
978-3-658-07250-6
Dimensions
unknown
Extent
1 online resource (XXVIII, 349 pages)
Form of item
  • online
  • electronic
Governing access note
Use of this electronic resource may be governed by a license agreement which restricts use to the European University Institute community. Each user is responsible for limiting use to individual, non-commercial purposes, without systematically downloading, distributing, or retaining substantial portions of information, provided that all copyright and other proprietary notices contained on the materials are retained. The use of software, including scripts, agents, or robots, is generally prohibited and may result in the loss of access to these resources for the entire European University Institute community
Isbn
9783658072506
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
26 illustrations
Specific material designation
remote
System control number
(OCoLC)1066554356
Label
Growing Brands Through Sponsorship : An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance, by Philip Gross, (electronic resource)
Link
http://ezproxy.eui.eu/login?url=https://doi.org/10.1007/978-3-658-07250-6
Publication
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Brands and Identity-Based Brand Management -- Sponsorship Alliance -- Brand Image Transfer: Attitude and Personality
Control code
978-3-658-07250-6
Dimensions
unknown
Extent
1 online resource (XXVIII, 349 pages)
Form of item
  • online
  • electronic
Governing access note
Use of this electronic resource may be governed by a license agreement which restricts use to the European University Institute community. Each user is responsible for limiting use to individual, non-commercial purposes, without systematically downloading, distributing, or retaining substantial portions of information, provided that all copyright and other proprietary notices contained on the materials are retained. The use of software, including scripts, agents, or robots, is generally prohibited and may result in the loss of access to these resources for the entire European University Institute community
Isbn
9783658072506
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
26 illustrations
Specific material designation
remote
System control number
(OCoLC)1066554356

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