... and Eaton’s adjective-based transfer measure approach, the current study conducted a series of pre-tests to develop measures of positive and negative image transfer adjectives through the lens of motivational system theory. A between-subject experimental design was employed, incorporating three independent...

...Hyungil Kwon; Jae Eun Shin Purpose The purpose of this paper is to explore the moderating effect of brand exposure time and exposure frequency in image transfer. In study 1, H1 and H2 assumed the bidirectional image transfer (i.e. from an event to a brand, from a brand...

... based on the sociocultural influence of an athlete show no difference in image transfer based on the advertising context. Originality/value Although the advertising context has been thought to influence advertising effectiveness, no specific research has thus far analyzed the relationship between...

...Yong-man Kim; Susan Kim This study tested the paths of a structural model that was conceptualised by hypothesising that team attributes affect team identification, which in turn plays a mediating role in sponsor identification and image transfer from event to sponsor. A questionnaire adapted items...

...Reinhard Grohs; Heribert Reisinger This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses empirically at a large sporting event with a number of different sponsors...