Work

Image Transfer in Corporate Event Sponsorship: Assessing the Impact of Team Identification and Event-sponsor Fit

Year: 2009

Type: article

Abstract: 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 the sponsor and event are perceived to be logically connected (event-sponsor fit). Further, the impact of image transfer on sponsorship related behavioral intentions is assessed. Using two contexts and nine different sponsors our results indicate that high levels of identification and a logical event-brand fit serve to increase image transfer perceptions. Image transfer is also found to predict intentions to purchase from event sponsors. Managerial implications and directions for future research are discussed.

Source: RePEc: Research Papers in Economics

Authors: Kevin P. Gwinner, Brian V. Larson, Scott R. Swanson

Institutions: Kansas State University, Widener University, University of Wisconsin–Eau Claire

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1617363451

FWCI: 1.574

Cites: 43

Cited by: 85

Related to: 10