.png){kind=logo}
Stock image for illustration purposes only - book cover, edition or condition may vary.
Growing Brands Through Sponsorship
Philip Gross
€ 67.21
FREE Delivery in Ireland
Description for Growing Brands Through Sponsorship
Paperback. Series: Strategie, Marketing und Informationsmanagement. Num Pages: 377 pages, 26 black & white illustrations, biography. BIC Classification: KJM; KJS; KJSM. Category: (P) Professional & Vocational. Dimension: 210 x 148 x 22. Weight in Grams: 498.
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 ... Read more
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 ... Read more
Product Details
Format
Paperback
Publication date
2014
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
377
Condition
New
Series
Strategie, Marketing und Informationsmanagement
Number of Pages
349
Place of Publication
, Germany
ISBN
9783658072490
SKU
V9783658072490
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Philip Gross
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.
Reviews for Growing Brands Through Sponsorship