{"product_id":"9783658072490","title":"Strategie, Marketing und Informationsmanagement: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance","description":"\u003ch1\u003eStrategie, Marketing und Informationsmanagement: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance\u003c\/h1\u003e \u003ch2\u003eGross, Philip\u003c\/h2\u003e \u003cp\u003e​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 with a co‑sponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.\u003c\/p\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Springer Gabler\u003c\/p\u003e \u003cp\u003ePublication Date: 2014-11-18\u003c\/p\u003e \u003cp\u003eFormat: Paperback\u003c\/p\u003e \u003cp\u003eISBN-13: 9783658072490\u003c\/p\u003e \u003cp\u003eDOI: 10.1007\/978-3-658-07250-6\u003c\/p\u003e \u003cp\u003eDimensions: 210cm x148cm\u003c\/p\u003e \u003cp\u003ePages: 349\u003c\/p\u003e ","brand":"Springer Fachmedien Wiesbaden","offers":[{"title":"Default Title","offer_id":44521805938828,"sku":"9783658072490","price":49.49,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783658072490.jpg?v=1775795456","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9783658072490","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}