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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1997 MCB UP Ltd. All rights reserved.
- ISSN
- 0265-1335
- DOI
- 10.1108/02651339710170221
- Publisher site
- See Article on Publisher Site
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.
Journal
International Marketing Review – Emerald Publishing
Published: Jun 1, 1997
Keywords: Celebrities; Marketing; Sponsorship