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Title: The impact of sponsorship articulation on image transfer
Authors: Massoudi, Jamila El Massoudi
Orientador: Esteves, Pedro Manuel
Keywords: Sponsorship
Business administration
Brand event
Issue Date: 2015
Citation: MASSOUDI, Jamila El Massoudi - The impact of sponsorship articulation on image transfer [Em linha]. Lisboa: ISCTE-IUL, 2015. Dissertação de mestrado. [Consult. Dia Mês Ano] Disponível em www:<>.
Abstract: Purpose This thesis validates image transfer in sponsorships and explores the consequences of articulation on brand-event image transfer. Design/methodology/approach A between-group experiment was conducted (N=164) using a 3-level factor (a neutral condition, a sponsorship condition, and an articulated sponsorship condition) and six response measures (five brand associations and perceived brand-event fit). Findings Associations were successfully transferred from the event to the brand. The results suggest that sponsorship articulation increases the perceived brand-event fit and that it increased the transfer of the association that was used for the articulation. The ‘created’ brand-event fit did not translate into an increased transfer of associations. Practical implications The findings suggest that marketers can exert influence on which associations will be transferred. Articulation is likely to strengthen the transfer of particular associations and will enhance the perceived brand-event fit. Originality/value This thesis addresses the influence of sponsorship articulation on image transfer, thereby making a contribution to the understudied field of sponsorship-linked marketing. Moreover, it is the first paper that uses concept conditioning to explain image transfer effects in sponsorships.
Peer reviewed: Sim
Thesis identifier: 201106094
Designation: Mestrado em Gestão de Empresas
Appears in Collections:T&D-DM - Dissertações de mestrado

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