Chien, P. Monica; Cornwell, T. Bettina; Pappu, Ravi - In: Journal of Business Research 64 (2011) 2, pp. 142-149
The meanings held by events are sometimes transferable to a brand through sponsorship. The perceived sponsor-property fit affects brand evaluations. This research hypothesizes that in the case of a sponsorship portfolio, the source of image transfer can be composite, and brand image association...