Growing Brands Through Sponsorship

An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance

  • Philip Gross

Part of the Strategie, Marketing und Informationsmanagement book series (SMI)

Table of contents

  1. Front Matter
    Pages I-XXVIII
  2. Philip Gross
    Pages 1-17
  3. Philip Gross
    Pages 115-137
  4. Philip Gross
    Pages 139-155
  5. Philip Gross
    Pages 157-176
  6. Philip Gross
    Pages 221-234
  7. Back Matter
    Pages 235-349

About this book


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.




·        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.



Brand Image Attitude Brand Image Personality Brand Image Transfer Brand Management Identity-Based Brand Management Sponsorship Alliance

Authors and affiliations

  • Philip Gross
    • 1
  1. 1.HannoverGermany

Bibliographic information

  • DOI
  • Copyright Information Springer Fachmedien Wiesbaden 2015
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Economics
  • Print ISBN 978-3-658-07249-0
  • Online ISBN 978-3-658-07250-6
  • Buy this book on publisher's site