東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁 到查詢結果 [ subject:"Corporate sponsorship." ]

切換: 標籤 | MARC模式 | ISBD

Growing brands through sponsorship =...

Gross, Philip.

FindBook

Google Book

Amazon

博客來

Growing brands through sponsorship = an empirical investigation of brand image transfer in a sponsorship alliance /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Growing brands through sponsorship/ by Philip Gross.
其他題名:	an empirical investigation of brand image transfer in a sponsorship alliance /
作者:	Gross, Philip.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2015.,
面頁冊數:	xxviii, 349 p. :ill., digital ;24 cm.
內容註:	Brands and Identity-Based Brand Management -- Sponsorship Alliance -- Brand Image Transfer: Attitude and Personality.
Contained By:	Springer eBooks
標題:	Corporate sponsorship. -
電子資源:	http://dx.doi.org/10.1007/978-3-658-07250-6
ISBN:	9783658072506 (electronic bk.)

Growing brands through sponsorship = an empirical investigation of brand image transfer in a sponsorship alliance /
Gross, Philip.

Growing brands through sponsorshipan empirical investigation of brand image transfer in a sponsorship alliance /[electronic resource] :by Philip Gross. - Wiesbaden :Springer Fachmedien Wiesbaden :2015. - xxviii, 349 p. :ill., digital ;24 cm. - Strategie, marketing und informationsmanagement. - Strategie, marketing und informationsmanagement..

Brands and Identity-Based Brand Management -- Sponsorship Alliance -- Brand Image Transfer: Attitude and Personality.

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. 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.

ISBN: 9783658072506 (electronic bk.)

Standard No.: 10.1007/978-3-658-07250-6doiSubjects--Topical Terms:

578545
Corporate sponsorship.

LC Class. No.: HD59.35

Dewey Class. No.: 659.285

Growing brands through sponsorship = an empirical investigation of brand image transfer in a sponsorship alliance /
LDR:02607nmm a2200337 a 4500 001 1993428
003 DE-He213
005 20150702141047.0
006 m d
007 cr nn 008maaau
008 151019s2015 gw s 0 eng d
020 $a 9783658072506 (electronic bk.)
020 $a 9783658072490 (paper)
024 7 $a 10.1007/978-3-658-07250-6 $2 doi
035 $a 978-3-658-07250-6
040 $a GP $c GP
041 0 $a eng
050 4 $a HD59.35
072 7 $a KJS $2 bicssc
072 7 $a KJSM $2 bicssc
072 7 $a BUS043000 $2 bisacsh
082 0 4 $a 659.285 $2 23
090 $a HD59.35 $b .G878 2015
100 1 $a Gross, Philip. $3 2131645
245 1 0 $a Growing brands through sponsorship $h [electronic resource] : $b an empirical investigation of brand image transfer in a sponsorship alliance / $c by Philip Gross.
260 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer Gabler, $c 2015.
300 $a xxviii, 349 p. : $b ill., digital ; $c 24 cm.
490 1 $a Strategie, marketing und informationsmanagement
505 0 $a Brands and Identity-Based Brand Management -- Sponsorship Alliance -- Brand Image Transfer: Attitude and Personality.
520 $a 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. 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 $a Corporate sponsorship. $3 578545
650 0 $a Branding (Marketing) $3 625366
650 0 $a Advertising. $3 570176
650 1 4 $a Economics/Management Science. $3 890844
650 2 4 $a Marketing. $3 536353
650 2 4 $a Market Research. $3 1624133
650 2 4 $a Management/Business for Professionals. $3 907045
710 2 $a SpringerLink (Online service) $3 836513
773 0 $t Springer eBooks
830 0 $a Strategie, marketing und informationsmanagement. $3 2131646
856 4 0 $u http://dx.doi.org/10.1007/978-3-658-07250-6
950 $a Business and Economics (Springer-11643)