By Philip Gross
Philip Gross addresses a brand new chance for becoming manufacturers which could dwell inside of a sponsorship alliance. ordinarily, manufacturers vie for snapshot move from an occasion or different estate whilst getting into a sponsorship engagement. but this tradition leaves a beneficial a part of a sponsorship alliance unexploited. in particular, the writer infers from theories of social and cognitive psychology to suggest and attempt a learn version that money owed for a sponsor to additionally achieve from model angle and character qualities innately tied to a co‑sponsor of an analogous occasion. the implications offer facts for direct picture move among sponsor manufacturers. as a result, pairing with a co‑sponsor may enhance or dilute a sponsor brand's photo reckoning on the expediency of the picture conveyed via that best friend.
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Extra info for Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance (Strategie, Marketing und Informationsmanagement)
Maecenas used his personal affluence as well as his political and social power to support young poets like Horace or Virgil. 4). However, in accordance with a dictum put forth by Samuel Johnson contending that to "act from pure benevolence is not possible for finite beings. 17), Maecenas did in fact receive some reward in return for his generosity. In the interest of the state, he expected 22 Literature Review and Theoretical Background that the poems written by his protégés would have the power to reconcile men's minds to the order of the Roman Empire and that these works would eventually help associating the state with glory and majesty.
Introduction 11 al. 109). Specifically, this study investigates consumer perception and elaboration of a sponsorship alliance. , the sponsor brands and the sponsorship property brand). With more than one sponsor brand appearing on a single property, there usually exists some sort of explicit hierarchy that splits the roster of sponsors into different categories typically coming with distinct communication rights each. Because sponsor hierarchies and forms are very diverse across sponsorships and tend to be subject to constant adaptation and development, providing a consistent structure suitable for inclusion in a research model is impossible1.
Accordantly, these managers are unaware of pertinent levers that might help leveraging wishful spillovers or prevent adverse effects. 1 This assertion corresponds to the subjective impression the author of this study gained throughout a number of personal discussions with brand managers of diverse industries. 6 Introduction A Sponsorship property/-ies B B A Sponsor brand Co-sponsor brand/-s C A Image transfer from sponsorship property/-ies to co-/sponsor brand/-s Otker and Hayes (1987) McCracken (1989) Javalgi et al.