Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/116037
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DC Field | Value | Language |
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dc.contributor.author | Mazodier, M. | - |
dc.contributor.author | Corsi, A.M. | - |
dc.contributor.author | Quester, P.G. | - |
dc.date.issued | 2018 | - |
dc.identifier.citation | Journal of Advertising Research, 2018; 58(3):268-281 | - |
dc.identifier.issn | 0021-8499 | - |
dc.identifier.issn | 1740-1909 | - |
dc.identifier.uri | http://hdl.handle.net/2440/116037 | - |
dc.description.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. | - |
dc.description.statementofresponsibility | Marc Mazodier, Armando Maria Corsi, Pascale G. Quester | - |
dc.language.iso | en | - |
dc.publisher | Advertising Research Foundation | - |
dc.rights | © 2018 ARF. All rights reserved. | - |
dc.source.uri | http://dx.doi.org/10.2501/jar-2017-031 | - |
dc.title | Advertisement typicality: a longitudinal experiment: can sponsors transfer the image of a sporting event to their brand? | - |
dc.type | Journal article | - |
dc.identifier.doi | 10.2501/JAR-2017-031 | - |
pubs.publication-status | Published | - |
dc.identifier.orcid | Corsi, A.M. [0000-0002-2479-199X] | - |
dc.identifier.orcid | Quester, P.G. [0000-0001-6872-6973] | - |
Appears in Collections: | Aurora harvest 8 Business School publications |
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