This study examines the influence of a sports event sponsorship on brand image and preference. An explanatory and … simple random sampling. Descriptive statistics were used to examine the influence of soccer event sponsorship on brand image … and brand preference. The result shows that soccer event sponsorship influences the brand image and brand preference …

Brands and Identity-Based Brand Management -- Sponsorship Alliance -- Brand Image Transfer: Attitude and Personality. …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 …