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Growing Brands Through Sponsorship: An Empirical by Philip Gross

By Philip Gross

Philip Gross addresses a brand new chance for growing to be manufacturers which may dwell inside of a sponsorship alliance. normally, manufacturers vie for photograph move from an occasion or different estate whilst getting into a sponsorship engagement. but this custom leaves a beneficial a part of a sponsorship alliance unexploited. in particular, the writer infers from theories of social and cognitive psychology to suggest and try a learn version that bills for a sponsor to additionally achieve from model angle and character qualities innately tied to a co‑sponsor of an identical occasion. the implications supply proof for direct snapshot move among sponsor manufacturers. for this reason, pairing with a co‑sponsor may possibly give a boost to or dilute a sponsor brand's snapshot reckoning on the expediency of the picture conveyed via that best friend.

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Extra info for Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance (Strategie, Marketing und Informationsmanagement)

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0% – is related to the world economic crisis that may slow down marketing spending in general. An overview on the development of global spending on sponsorship rights fees and the CAGR's given above is presented in Figure 3. Remember that these numbers exclusively represent the sponsorship fees and do not include any outlays on sponsorship leverage or activation required to communicatively exploit the acquired rights. 4 1996 2001 2006 2007 2010 2011 2012 projected Figure 3: Total global sponsorship spending 1996 – 2012 projected [USD bn].

A specific manufacturer or region) and in differentiating one market offering from another. For example, brick-makers in ancient Egypt used to emboss their bricks using unique symbols and members of trade guilds in medieval Europe utilized "trademarks" on their products as a sign of quality for the customers and to claim legal protection of exclusive production rights for specified regional markets. 575). 2). Branding of products or services as we know it today evolved at the beginning of the 20th century as a result of mass production in the course of industrial development.

4). However, in accordance with a dictum put forth by Samuel Johnson contending that to "act from pure benevolence is not possible for finite beings. 17), Maecenas did in fact receive some reward in return for his generosity. In the interest of the state, he expected 22 Literature Review and Theoretical Background that the poems written by his protégés would have the power to reconcile men's minds to the order of the Roman Empire and that these works would eventually help associating the state with glory and majesty.

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