Growing brands through sponsorship : an empirical investigation of brand image transfer in a sponsorship alliance /
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....
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| Format: | eBook |
| Language: | English |
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Wiesbaden
Springer Fachmedien Wiesbaden Imprint: Springer Gabler,
2015.
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| Series: | Strategie, Marketing und Informationsmanagement
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| Online Access: | Click here to view the full text content |
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Table of Contents:
- Brands and Identity-Based Brand Management
- Sponsorship Alliance
- Brand Image Transfer: Attitude and Personality.