Growing Brands Through Sponsorship An Empirical Investigation of Bra
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
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Die Schriftenreihe gibt Einblick in den aktuellen Forschungsstand zu den Themenfeldern Strategie, Marketing und Informationsmanagement. Sie behandelt vor allem auch solche Fragen, die für die Unternehmenspraxis von Bedeutung sind. Besonderer Wert wird auf die Praxisrelevanz und -anwendbarkeit der Beiträge gelegt. Die Reihe will den Transfer wissenschaftlicher Erkenntnisse in die unternehmerische Praxis fördern. Zielgruppe sind daher sowohl Studierende und Wissenschaftler als auch Marketingpraktiker und Entscheidungsträger.
Herausgegeben von Professor Dr. Klaus-Peter Wiedmann Universität Hannover
Philip Gross
Growing Brands Through Sponsorship An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance Foreword by Prof. Dr. Klaus-Peter Wiedmann
Philip Gross Hanover, Germany
Dissertation University of Hanover, 2014
ISBN 978-3-658-07249-0 DOI 10.1007/978-3-658-07250-6
ISBN 978-3-658-07250-6 (eBook)
Library of Congress Control Number: 2014951684 Springer Gabler © Springer Fachmedien Wiesbaden 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer Gabler is a brand of Springer Fachmedien Wiesbaden Springer Fachmedien Wiesbaden is part of Springer Science+Business Media. www.springer-gabler.de
To my family Katja, Philomena Teresa, Ursula, and René Thanks for your unconditional love, relentless support, and trust.
Foreword
VII
Foreword The attention of both millions of viewers worldwide and a considerable number of on-site spectators has been on the 2014 FIFA World Cup Brazil just recently. A total of 64 matches were played in 12 cities and the excitement has been enormous with not only the audience and the players but also with the sponsors. Companies like Adidas, Visa, Sony, or Continental invested millions of dollars for the right of associating their brands with the event or particular teams and for leveraging these associations by means of collateral advertising and activation activities. However, the question
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