Construct · 1 fields · 1 citations

image transfer: a standalone construct

One name. One construct. A landmark on the map.

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Sport marketing

the movement of an event's image associations onto a sponsoring brand through sponsorship.

In sport marketing, image transfer refers to the movement of an event's image associations onto a sponsoring brand through sponsorship. This meaning comes from Gwinner (1997) in International Marketing Review.[1]

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Nearby constructs

event3 fields · 5 citationsjingle · one word, three constructs image4 fields · 5 citationsjingle · one word, four constructs movement2 fields · 3 citationsjingle · one word, two constructs

References

Gwinner, K. (1997). A model of image creation and image transfer in event sponsorship. International Marketing Review, 14(3), 145-158. https://doi.org/10.1108/02651339710170221

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