Gwinner, Kevin P.; Larson, Brian V.; Swanson, Scott R. - In: International Journal of Management and Marketing Research 2 (2009) 1, pp. 1-15
Prior research has suggested and found evidence for an event’s image being transferred to a brand because of sponsorship activity. This study builds on prior work by examining how the image transfer process is impacted by spectators’ level of identification and the degree to which...
