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 cosponsor of the same event. The results provide evidence for direct image transfer between two sponsor brands. Hence, pairing with a cosponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.

Study in the field of economic science Includes supplementary material: sn.pub/extras

Autorentext

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.

Inhalt
Brands and Identity-Based Brand Management.- Sponsorship Alliance.- Brand Image Transfer: Attitude and Personality.