Most brand extension literature usually focus on consumers' evaluations of brand extensions from the perspective of the parent brand or the extensions product characteristics, or the interaction of the parent brand and the extensions. However, little brand extension research, as well as even...

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 part of a sponsorship alliance...