Sponsorship-linked marketing: The role of articulation in memory
Data(s) |
2006
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Resumo |
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 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, affected by the presence of competitor brands and the way in which memory is accessed. |
Formato |
application/pdf |
Identificador | |
Publicador |
University of Chicago Press |
Relação |
http://eprints.qut.edu.au/44952/1/Sponsorship-LinkedMarketing.pdf DOI:10.1086/508436 Cornwell, T., Humphreys, Michael, Maguire, Angela, Weeks, Clinton, & Tellegen, Cassandra (2006) Sponsorship-linked marketing: The role of articulation in memory. Journal of Consumer Research, 33(3), pp. 312-321. |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150500 MARKETING |
Tipo |
Journal Article |