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Growing Brands Through Sponsorship

- An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance

af Philip Gross

indgår i Strategie, Marketing und Informationsmanagement serien

Growing Brands Through Sponsorship af Philip Gross
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Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. 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.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9783658072490
  • Indbinding:
  • Paperback
  • Sideantal:
  • 349
  • Udgivet:
  • 8. november 2014
  • Udgave:
  • 2015
  • Størrelse:
  • 210x148x22 mm.
  • Vægt:
  • 4896 g.
  • 8-11 hverdage.
  • 23. november 2024
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Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. 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.

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