Philip Gross

Philip Gross
Leibniz Universität Hannover · Institute of Marketing und Management

PhD, MSc

About

17
Publications
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47
Citations

Publications

Publications (17)
Chapter
Einige der bedeutendsten Probleme dieser Welt müssen jetzt gelöst werden. In diesem Artikel wird dargelegt, was von den Maschinen – also von modernen Technologien – erwartet wird, wenn sie einen Beitrag zur Bewältigung grosser und drängender Probleme leisten sollen. Der vorgeschlagene formelle Rahmen für die Herleitung dieser Erwartungen baut darau...
Article
Full-text available
Zusammenfassung Einige der bedeutendsten Probleme dieser Welt müssen jetzt gelöst werden. Als Non-Profit-Organisation und Technologieunternehmen nutzt Archai die Möglichkeiten kollektiver Intelligenz, um durchschlagskräftige Lösungen zur Bewältigung des Klimawandels zu entwickeln. In diesem Artikel wird dargelegt, was von den Maschinen – also von m...
Book
Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet this practice leaves a valuable part of a sponsorship alliance unexploited. Specifically, the author infers from theories of s...
Article
Full-text available
Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet, this practice leaves a valuable part of a sponsorship alliance unexploited. This study addresses a new opportunity for brand collaboration that may arise from the vigor of a disregarded ally. Specifically, the authors infer from con...
Chapter
In the following chapter a conceptual framework of image transfer in a sponsorship alliance is going to be developed with the objective to both present the key variables under investigation and portray preliminary assumptions regarding the relationships between these variables. The framework builds on the stimulus-organism-response (S-O-R) paradigm...
Chapter
In accordance to the theoretical background as well as the conceptual framework provided so far, a research model that accounts for image spillover as occurring between the three constituent elements of a sponsorship alliance will be developed throughout this chapter. Extending on previous work in the field of sponsorship research this study aspire...
Chapter
In order to test the hypotheses contained in the proposed research model a fictitious sponsorship alliance had to be composed to serve as the experimental stimulus. An assembly of real brands that have not yet been engaged jointly in an existing sponsorship (or other brand alliance) provided for the avoidance of any image transfer effects prior to...
Chapter
Motivated by the obvious contrast between sponsorship reality where multiple sponsors concurrently engaging with a single property is the norm and sponsorship research that has mainly given attention to investigating solo sponsorship, this thesis aimed at answering the question of whether or not the brand image inherently tied to one sponsor may be...
Chapter
Brands have a long history in identifying the provenance of a product (e.g., a specific manufacturer or region) and in differentiating one market offering from another. For example, brick-makers in ancient Egypt used to emboss their bricks using unique symbols and members of trade guilds in medieval Europe utilized "trademarks" on their products as...
Chapter
This chapter is structured along the main clusters of hypotheses to be tested (chapters 6.2 through 6.9). Thereby, each cluster comprises one part that provides the results of hypotheses testing (e.g., chapter 6.2.1) and a second part presenting a discussion of the findings (e.g., chapter 6.2.2). An initial chapter is dedicated to checking experime...
Book
Das «Marketing Performance Screening 2014» zeichnet diejenigen Unternehmen aus, welche sich in den beiden Domänen «Wirkung im Markt erzeugen» und «Ressourcen sinnvoll nutzen» durch besonderen Sachverstand und ausserordentliches Können hervortun. Von den Praktiken dieser Unternehmen sollen diejenigen 40% der Führungskräfte profitieren, welche heute...
Article
Full-text available
Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet this practice leaves a valuable part of a sponsorship alliance unexploited. A sponsor brand‘s image stands to gain from a paired sponsor, too.

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Project
Archai is an open science platform that employs the idea of collective intelligence on finding a comprehensive solution to the problem of our changing climate. We search and engage the best brains on our planet—biological and artificial—and we facilitate their integration. As such, Archai is a technology and knowledge venture by function and a humanitarian venture by heart.