{"product_id":"growing-brands-through-sponsorship-von-philip-gross","title":"Growing Brands Through Sponsorship","description":"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.\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783658072490\"\u003e\u003ch3\u003eAn Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783658072490","offer_id":40420953620573,"sku":"9783658072490","price":53.49,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/c012b0b6-ccbb-42b3-a7f9-d750757d06cf.jpg?v=1775280172","url":"https:\/\/shop.autorenwelt.de\/products\/growing-brands-through-sponsorship-von-philip-gross","provider":"Autorenwelt Shop","version":"1.0","type":"link"}