EAN: 9783658072490

STRATEGIE MARKETING UND INFORMATIONSMANAGEMENT ...

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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