Description: Please refer to the section BELOW (and NOT ABOVE) this line for the product details - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Title:Growing Brands Through Sponsorship: An Empirical Investigation Of Brand Image Transfer In A Sponsorship AllianceISBN13:9783658072490ISBN10:3658072490Author:Gross, Philip (Author)Description: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 Binding:Paperback, PaperbackPublisher:SPRINGER NATUREPublication Date:2014-11-01Weight:1.09 lbsDimensions:0.85'' H x 8.27'' L x 5.83'' WNumber of Pages:349Language:English
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Book Title: Growing Brands Through Sponsorship: An Empirical Investigati...
Item Length: 8.3in
Item Width: 5.8in
Author: Philip Gross
Publication Name: Growing Brands Through Sponsorship : An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance
Format: Trade Paperback
Language: English
Publisher: Springer Fachmedien Wiesbaden Gmbh
Series: Strategie, Marketing Und Informationsmanagement Ser.
Publication Year: 2014
Type: Textbook
Item Weight: 172.7 Oz
Number of Pages: Xxviii, 349 Pages
