Download E-books Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance (Strategie, Marketing und Informationsmanagement) PDF
Philip Gross addresses a brand new chance for becoming manufacturers which may stay inside a sponsorship alliance. in general, manufacturers vie for snapshot move from an occasion or different estate whilst coming into a sponsorship engagement. but this custom leaves a useful a part of a sponsorship alliance unexploited. particularly, the writer infers from theories of social and cognitive psychology to suggest and try a learn version that debts for a sponsor to additionally achieve from model perspective and character qualities innately tied to a co‑sponsor of an analogous occasion. the consequences supply proof for direct photo move among sponsor manufacturers. consequently, pairing with a co‑sponsor could enhance or dilute a sponsor brand's snapshot counting on the expediency of the picture conveyed via that best friend.