The Hidden Factors Behind Sponsorship and Image Transfer: Considerations for Bilateral Image Transfer among Sponsors and Events

This article describes how a one-way understanding of sponsorship image transfer has the potential to be limited and misleading.

The Hidden Factors Behind Sponsorship and Image Transfer: Considerations for Bilateral Image Transfer among Sponsors and Events

Gerard Prendergast

Hong Kong Baptist University

Aishwarya Paliwal

Prosperity Investments Worldwide Ltd.

Marc Mazodier

Hong Kong Baptist University

Editors' Note

Continuing our series inviting leading academics and practitioners to offer commentaries on important challenges facing the advertising business, Gerard Prendergast and Marc Mazodier of the Hong Kong Baptist University School of Business—with Aishwarya Paliwal of Prosperity Investments Worldwide Ltd—provide an assessment of the theory and practice of sponsorship. Their starting point...

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