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 and incorporates the principles of congruity as well as the multi-store model of memory and associative learning. As a terminal outcome it will provide a graphical illustration of cause-effect relations assumed to represent the interplay between environmental stimuli, organismic processes, and a customer's response occurring upon a person's encounter of a sponsorship alliance. Hence, the conceptual framework prepares the ground for the development of the research model on image transfer in a sponsorship alliance that will then be presented in the subsequent chapter (see chapter 4, p.139ff.).
KeywordsMarketing Coherence Assimilation Hull Posit
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