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035   $a(OCoLC)908087835
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035   $a(PQKBTitleCode)TC0001385913
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035   $a(DE-He213)978-3-658-07250-6
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100   $a20141107d2015      u|         0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aGrowing Brands Through Sponsorship $eAn Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance /$fby Philip Gross
205   $a1st ed. 2015.
210  1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer Gabler,$d2015.
215   $a1 online resource (370 p.)
225 1 $aStrategie, Marketing und Informationsmanagement,$x2627-3284
300   $a"Research"--Cover.
311   $a3-658-07249-0 
320   $aIncludes bibliographical references.
327   $aBrands and Identity-Based Brand Management -- Sponsorship Alliance -- Brand Image Transfer: Attitude and Personality.
330   $aPhilip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet this practice leaves a valuable part of a sponsorship alliance unexploited. Specifically, the author infers from theories of social and cognitive psychology to propose and test a research model that accounts for a sponsor to also gain from brand attitude and personality traits innately tied to a co?sponsor of the same event. The results provide evidence for direct image transfer between two sponsor brands. Hence, pairing with a co?sponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.     Contents ·        Brands and Identity-Based Brand Management ·        Sponsorship Alliance ·        Brand Image Transfer: Attitude and Personality    Target Groups ·        Researchers and students in the fields of marketing, brand management and brand image transfer ·        Practitioners in the field of sponsorship management    The Author Dr. Philip Gross obtained his doctoral degree from the Institute of Marketing and Management at the University of Hanover where he works with Prof. Dr. Klaus-Peter Wiedmann. As a founding partner and academic advisor to ?Axonalliance ? Bright Strategies? he engages with clients on issues of brand leadership and strategic marketing.  .
410  0$aStrategie, Marketing und Informationsmanagement,$x2627-3284
606   $aMarketing
606   $aMarket research
606   $aManagement
606   $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000
606   $aMarket Research/Competitive Intelligence$3https://scigraph.springernature.com/ontologies/product-market-codes/513030
606   $aManagement$3https://scigraph.springernature.com/ontologies/product-market-codes/515000
615  0$aMarketing.
615  0$aMarket research.
615  0$aManagement.
615 14$aMarketing.
615 24$aMarket Research/Competitive Intelligence.
615 24$aManagement.
676   $a658.15
676   $a658.15224
700   $aGross$b Philip$4aut$4http://id.loc.gov/vocabulary/relators/aut$01065481
906   $aBOOK
912   $a9910298500503321
996   $aGrowing Brands Through Sponsorship$92546077
997   $aUNINA