Growing Brands Through Sponsorship An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance /

• Main Author: Gross, Philip (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2015.
• Series: Strategie, Marketing und Informationsmanagement
• Subjects: Business.; Marketing.; Market research.; Management.; Business and Management.; Market Research/Competitive Intelligence.

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....