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Type: Journal article
Title: Advertisement typicality: a longitudinal experiment: can sponsors transfer the image of a sporting event to their brand?
Author: Mazodier, M.
Corsi, A.
Quester, P.
Citation: Journal of Advertising Research, 2018; 58(3):268-281
Publisher: Advertising Research Foundation
Issue Date: 2018
ISSN: 0021-8499
Statement of
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.
RMID: 0030098429
DOI: 10.2501/JAR-2017-031
Appears in Collections:Business School publications

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