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

Name: Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance
Availability: InStock
Author: Philip Gross (auth.)
ISBN: 9783658072490, 9783658072506

by Philip Gross (auth.)

عنوان فارسی: رشد مارک از طریق حمایت : بررسی تجربی انتقال تصویر نام تجاری در یک اتحاد حمایت مالی
ناشر: Gabler Verlag
سال: 2015
ویرایش: 1
زبان: انگلیسی
تعداد صفحه (نسخه چاپی - نسخه الکترونیکی): 349
شابک: 9783658072490, 9783658072506
نوع فایل: PDF دانلود نرم افزار مطالعه
حجم: 14.00 مگابایت

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جزییات کتاب

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.

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