Add to ORKGCorporate 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 on memory for sponsor-event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor-event pairings. These improvements are, however, impacted by the presence of competitor brands and the way in which memory is accessed
It has been recently suggested that sponsor identification may be biased in favor of prominent brand...
AbstractThis research is devoted to the study of sponsorship, a concept that is in expansion in the ...
Corporate sponsorships have received increased attention from brand managers and academics in recent...
Corporate sponsorship of events contributes significantly to marketing aims, including brand awarene...
Corporate sponsorship of events contributes significantly to marketing aims, in-cluding brand awaren...
Corporate sponsorship of events contributes significantly to marketing aims, including brand awarene...
Corporate sponsorship value is brought into question when false recognition of foils suggests confus...
Corporate sponsorship value is brought into question when false recognition of foils sug...
Brands engaged in sponsorship of events commonly have objectives that depend on consumer memory for ...
In four experiments we consider various memory recall techniques in measuring sponsorship awareness ...
Most prior studies obtained that a congruent sponsorship leads to higher sponsor awareness. The expe...
International audienceExtending findings from advertising to sponsorship, this study evaluates expli...
Corporate sponsorship of sports, causes, and the arts has become a mainstream communications tool wo...
There is no doubt that sponsorships provide value to sponsor-ing firms; however, that value is often...
Corporate managers often invest in sponsorship as a means of associating a firm, its name or its bra...
It has been recently suggested that sponsor identification may be biased in favor of prominent brand...
AbstractThis research is devoted to the study of sponsorship, a concept that is in expansion in the ...
Corporate sponsorships have received increased attention from brand managers and academics in recent...
Corporate sponsorship of events contributes significantly to marketing aims, including brand awarene...
Corporate sponsorship of events contributes significantly to marketing aims, in-cluding brand awaren...
Corporate sponsorship of events contributes significantly to marketing aims, including brand awarene...
Corporate sponsorship value is brought into question when false recognition of foils suggests confus...
Corporate sponsorship value is brought into question when false recognition of foils sug...
Brands engaged in sponsorship of events commonly have objectives that depend on consumer memory for ...
In four experiments we consider various memory recall techniques in measuring sponsorship awareness ...
Most prior studies obtained that a congruent sponsorship leads to higher sponsor awareness. The expe...
International audienceExtending findings from advertising to sponsorship, this study evaluates expli...
Corporate sponsorship of sports, causes, and the arts has become a mainstream communications tool wo...
There is no doubt that sponsorships provide value to sponsor-ing firms; however, that value is often...
Corporate managers often invest in sponsorship as a means of associating a firm, its name or its bra...
It has been recently suggested that sponsor identification may be biased in favor of prominent brand...
AbstractThis research is devoted to the study of sponsorship, a concept that is in expansion in the ...
Corporate sponsorships have received increased attention from brand managers and academics in recent...