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Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance - Strategie, Marketing und Informationsmanagement Philip Gross 2015 edition
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Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance - Strategie, Marketing und Informationsmanagement
Philip Gross
Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Hence, pairing with a co-sponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.
349 pages, 26 black & white illustrations, biography
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