International Marketing Review · 1997 · 749 citations · 19 references
BusinessMarketingMarketing ManagementAdvertisingBrand ManagementEvent ManagementBrand AssociationsBrand ExperienceBrand ImageBrand PromotionEvent MarketingSponsorshipBrand Image AttributesBrand Image TransferCelebrity Endorsement AppealsCelebrity Endorsement StrategyConsumer Attitudes Toward SponsorshipEvent Sponsorship ManagementSponsor Image TransferSponsorship Marketing
Abstract 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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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Kevin Lane Keller · Journal of Marketing · 1993 · 10.5K citations