A model of image creation and image transfer in event sponsorship

Presents a model which identifies factors that influence the creation of an event’s image. Uses theoretical perspectives from the celebrity endorsement literature to suggest that an event’s image associations are transferred to the sponsoring brand through event sponsorship activities. Discusses moderating variables impacting the strength of the meaning transfer and attitude towards the brand. Offers future research directions in the form of research propositions.

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Year of publication:	1997
Authors:	Gwinner, Kevin
Published in:	International Marketing Review. - MCB UP Ltd, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 14.1997, 3, p. 145-158
Publisher:	MCB UP Ltd
Subject:	Celebrities \| Marketing \| Sponsorship

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Type of publication:	Article
Type of publication (narrower categories):	conceptual-paper
Language:	English
Other identifiers:	10.1108/02651339710170221 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014827753