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Turning Good Ideas Into Bad News: The Effect of Negative and Positive Sponsorship Information on Sponsorís Brand Image  Through sponsorships, companies primarily expect to establish, strengthen, or change their brand image. We analyze the effects of negative and positive sponsorship information on the favourability and structure of sponsors ́ brand images. We adopt a new, unconventional approach, the Brand Concept map, which analyzes sponsors ́ brand associative networks. We find that negative sponsorship information unfavourably influences the favourability of sponsors ́ brand image and the structure of a sponsoring brandís associative network, but positive sponsorship stimuli have no influence. Furthermore, we identify boundary conditions under which the effect of negative sponsorship information on sponsors ́ brand image is strengthened or diminished. pdf 2013






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Status: 07. August 2013