Memory of Sponsorship-Linked Marketing Communications
نویسندگان
چکیده
منابع مشابه
Sponsorship-Linked Marketing: The Role of Articulation in Memory
Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued-recall experiments, the effect of articulation of sponsorship fit ...
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Sponsorship of sports, arts, and causes has become a mainstream marketing communications tool. A great deal of fieldwork has attempted to gauge the relative effectiveness of sponsorship in a marketing context, but these weakly controlled field studies contribute little to our understanding of how individuals process sponsorship-linked marketing communications. By considering possible underlying...
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0007-6813/$ see front matter D 200 doi:10.1016/j.bushor.2004.10.003 B This manuscript was accepted un W. Organ. * Corresponding author. E-mail addresses: francis.farrelly@ (F. Farrelly)8 pascale.quester@adelaide
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ژورنال
عنوان ژورنال: SAGE Open
سال: 2012
ISSN: 2158-2440,2158-2440
DOI: 10.1177/2158244012468139