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008			141107s2015 gw | s |||| 0|eng d
020			_a9783658072506 _9978-3-658-07250-6
024	7		_a10.1007/978-3-658-07250-6 _2doi
050		4	_aHF5410-5417.5
072		7	_aKJS _2bicssc
072		7	_aKJSM _2bicssc
072		7	_aBUS043000 _2bisacsh
082	0	4	_a658.8 _223
100	1		_aGross, Philip. _eauthor.
245	1	0	_aGrowing Brands Through Sponsorship _h[electronic resource] : _bAn Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance / _cby Philip Gross.
260		1	_aWiesbaden : _bSpringer Fachmedien Wiesbaden : _bImprint: Springer Gabler, _c2015.
300			_aXXVIII, 349 p. 26 illus. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
490	1		_aStrategie, Marketing und Informationsmanagement
505	0		_aBrands and Identity-Based Brand Management -- Sponsorship Alliance -- Brand Image Transfer: Attitude and Personality.
520			_aPhilip 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.     Contents ·        Brands and Identity-Based Brand Management ·        Sponsorship Alliance ·        Brand Image Transfer: Attitude and Personality    Target Groups ·        Researchers and students in the fields of marketing, brand management and brand image transfer ·        Practitioners in the field of sponsorship management    The Author 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.
650		0	_aEconomics.
650		0	_aIndustrial management.
650		0	_aMarketing.
650	1	4	_aEconomics/Management Science.
650	2	4	_aMarketing.
650	2	4	_aMarket Research.
650	2	4	_aManagement/Business for Professionals.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783658072490
830		0	_aStrategie, Marketing und Informationsmanagement
856	4	0	_uhttp://dx.doi.org/10.1007/978-3-658-07250-6
912			_aZDB-2-SBE
942			_2ddc _cEBOOK
999			_c3392 _d3392