A model of image creation and image transfer in event sponsorship
1997; Emerald Publishing Limited; Volume: 14; Issue: 3 Linguagem: Inglês
10.1108/02651339710170221
ISSN1758-6763
Autores Tópico(s)Media, Gender, and Advertising
ResumoAbstract Presents a model which identifies factors that influence the creation of an event's image. Uses theoretical perspectives from the celebrity endorsement literature to suggest that an event's image associations are transferred to the sponsoring brand through event sponsorship activities. Discusses moderating variables impacting the strength of the meaning transfer and attitude towards the brand. Offers future research directions in the form of research propositions.
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