The Vigor of a Disregarded Ally in Sponsorship

Brand Image Transfer Effects Arising from a Cosponsor

verfasst von: Philip Gross, Klaus Peter Wiedmann
Abstract: 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. This study addresses a new opportunity for brand collaboration that may arise from the vigor of a disregarded ally. Specifically, the authors infer from congruity theory and associative learning theory to propose a research model that advocates the idea of a sponsor to also gain from brand attitude and personality traits innately tied to a cosponsor paired with the same event. Structural equation and, respectively, path model testing provide evidence for direct transfer of attitudes as well as for carryover of personality traits between two sponsor brands. These transfer effects turn out to be moderated by perceived fit between the sponsor brands' images and by familiarity with the target sponsor brand. Brand managers may want to bring these findings to bear in sponsorship policy design and execution by purposefully choosing with whom they share a perimeter billboard or any other sponsorship signage. Such a deliberate approach stands in contrast to current sponsorship practice where agents tend to disregard linked cosponsors and, instead, fortuitously yield up to their fate.
Organisationseinheit(en): Institut für Marketing und Management
Typ: Artikel
Journal: Psychology and Marketing
Band: 32
Seiten: 1079-1097
Anzahl der Seiten: 19
ISSN: 0742-6046
Publikationsdatum: 08.10.2015
Publikationsstatus: Veröffentlicht
Peer-reviewed: Ja
ASJC Scopus Sachgebiete: Angewandte Psychologie, Marketing
Elektronische Version(en): https://doi.org/10.1002/mar.20848 (Zugang: Geschlossen)
https://doi.org/10.1002/mar.20861 (Zugang: Geschlossen)

BibTeX

@article{5b88c91476f448b2994cc6d433148e63,
title = "The Vigor of a Disregarded Ally in Sponsorship: Brand Image Transfer Effects Arising from a Cosponsor",
abstract = "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. This study addresses a new opportunity for brand collaboration that may arise from the vigor of a disregarded ally. Specifically, the authors infer from congruity theory and associative learning theory to propose a research model that advocates the idea of a sponsor to also gain from brand attitude and personality traits innately tied to a cosponsor paired with the same event. Structural equation and, respectively, path model testing provide evidence for direct transfer of attitudes as well as for carryover of personality traits between two sponsor brands. These transfer effects turn out to be moderated by perceived fit between the sponsor brands' images and by familiarity with the target sponsor brand. Brand managers may want to bring these findings to bear in sponsorship policy design and execution by purposefully choosing with whom they share a perimeter billboard or any other sponsorship signage. Such a deliberate approach stands in contrast to current sponsorship practice where agents tend to disregard linked cosponsors and, instead, fortuitously yield up to their fate.",
author = "Philip Gross and Wiedmann, {Klaus Peter}",
year = "2015",
month = oct,
day = "8",
doi = "10.1002/mar.20848",
language = "English",
volume = "32",
pages = "1079--1097",
journal = "Psychology and Marketing",
issn = "0742-6046",
publisher = "Wiley-Liss Inc.",
number = "11",
}