By Philip Gross
Philip Gross addresses a brand new chance for starting to be manufacturers which can dwell inside of a sponsorship alliance. as a rule, manufacturers vie for photograph move from an occasion or different estate whilst coming into a sponsorship engagement. but this tradition leaves a worthy a part of a sponsorship alliance unexploited. particularly, the writer infers from theories of social and cognitive psychology to suggest and try out a learn version that debts for a sponsor to additionally achieve from model angle and character features innately tied to a co‑sponsor of an identical occasion. the implications supply facts for direct snapshot move among sponsor manufacturers. accordingly, pairing with a co‑sponsor may possibly improve or dilute a sponsor brand's picture looking on the expediency of the picture conveyed by way of that ally.
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Extra resources for Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance
2013). With regard to the future development of sponsorship it can undoubtedly be expected that we will see further proliferation of the instrument with regard to content and forms. The International Events Group (IEG 2012c), a globally active provider of sponsorship consulting and commercial research services, contends that sponsorship is the fastest-growing marketing medium and its importance in marketing strategy deployment is on constant increase (Cunningham et al. 65). Today, anything and anybody can be sponsored: from buildings to lifestyles and from causes to research (Klein 2000).
The aim of the empirical study as proposed here will be to analyze direct and indirect routes on which the image of a co-sponsor brand, conceptualized from an attitude-based perspective as well as from an associative network-based perspective, might be conveyed to a focal sponsor. , Rao et al. 53ff). Thus, the empirical study presented here will contribute to the present knowledge on image transfer in sponsorship as it examines, in an integrative manner, how the images of brands affiliated in a sponsorship alliance are conveyed between each other – especially between the co-sponsor and the focal sponsor – and as the research effort followed here does not conceptualize brand image from an attitude-based perspective exclusively but also accounts for an associative network-based perspective.
According to him, this deficiency can be overcome by focusing on characteristics that may set sponsorship apart from advertising. As advertising usually promotes one brand (except from co-advertising), unique opportunities of sponsorship may evolve from investigating mutual effects of multiple brands being cooperatively promoted through a sponsorship alliance. 20) explains that sponsorship studies relating to the question of image effects are lagging behind research on awareness. Still, the body of knowledge on the conditions that lead to successful and durable image transfer is very limited.