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001			vtls000561304
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007			cr nn 008mamaa
008			170213s2015 gw | s |||| 0|eng d
020			_a9783658072506 _9978-3-658-07250-6
024	7		_a10.1007/978-3-658-07250-6 _2doi
035			_ato000561304
040			_aSpringer _cSpringer _dRU-ToGU
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. _9468950
245	1	0	_aGrowing Brands Through Sponsorship _helectronic resource _bAn Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance / _cby Philip Gross.
260			_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
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	_abusiness. _9366240
650		0	_aMarketing _9564740
650		0	_aMarket Research. _9415675
650		0	_aManagement. _9132629
650	1	4	_aBusiness and Management. _9459956
650	2	4	_aMarketing _9564740
650	2	4	_aMarket Research/Competitive Intelligence. _9461801
650	2	4	_aManagement. _9132629
710	2		_aSpringerLink (Online service) _9143950
773	0		_tSpringer eBooks
830		0	_aStrategie, Marketing und Informationsmanagement _9468952
856	4	0	_uhttp://dx.doi.org/10.1007/978-3-658-07250-6
912			_aZDB-2-SBE
999			_c416149