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|Title:||Advertisement typicality: a longitudinal experiment: can sponsors transfer the image of a sporting event to their brand?|
|Citation:||Journal of Advertising Research, 2018; 58(3):268-281|
|Publisher:||Advertising Research Foundation|
|Marc Mazodier, Armando Maria Corsi, Pascale G. Quester|
|Abstract:||This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers.|
|Rights:||© 2018 ARF. All rights reserved.|
|Appears in Collections:||Business School publications|
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