Ebook Growing brands through sponsorship: An empirical investigation of brand image transfer in a sponsorship alliance

Ebook "Growing brands through sponsorship: An empirical investigation of brand image transfer in a sponsorship alliance" infers from congruity theory and associative learning theory 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. Results provide evidence for direct image transfer between two sponsor brands. Specifically, the attitude toward one brand was found to imbue a second brand it is paired with through a common sponsorship engagement. Furthermore, nine brand associations out of a roster of 13 did significantly rub off from one sponsor brand onto the other.