Main content

Sponsorship-Linked Marketing: Image Transfer and Co-Branding Strategies

Show full item record

Title: Sponsorship-Linked Marketing: Image Transfer and Co-Branding Strategies
Author: Anderson, Sabrina
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Dewhirst, Tim
Abstract: This research aims to enhance the understanding of image transfer and co-branding strategies in sponsorship portfolios. The research methodology of this study consisted of a document review and a case study analysis to comprehend a historical perspective of sponsorship and recognize how this marketing communications tactic has evolved to present day contexts. The findings of this thesis research highlight the application of image transfer in a sponsorship arrangement and the way in which it can alter perceptions of the brand and property. Despite tobacco sponsorship no longer being permissible in Canada, the findings from this thesis remain applicable to other potentially controversial industries such as cannabis, alcohol, or gambling. Findings from the study can be applied in marketing practice to identify types of sponsorship engagement that mutually benefit brands and properties which maximize return on investment.
Date: 2020-08
Terms of Use: All items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.

Files in this item

Files Size Format View
Anderson_Sabrina_202008_Msc.pdf 790.1Kb PDF View/Open

This item appears in the following Collection(s)

Show full item record