haku: @author Smith, G. / yhteensä: 46
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| Tekijä: | Smith, G. |
| Otsikko: | Brand image transfer through sponsorship: A consumer learning perspective |
| Lehti: | Journal of Marketing Management
2004 : APR, VOL. 20:3-4, p. 457-474 |
| Asiasana: | Brands Consumers Learning Sponsorship Marketing Models |
| Kieli: | eng |
| Tiivistelmä: | This article presents a conceptual framework of factors that influence sponsorship's effect on brand image transfer (BIT) amongst consumers. The findings from existing research are summarized and highlighted. Where there is a lack of research, 'appropriate' theory from the wider branding literature is used to develop the discussion. Thus, brand knowledge, power, fit and quality are considered as influences on the BIT process. A model of the actual process by which brand image transfers is developed and conditions influencing the strength of the transfer are identified. |
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