Advertisement typicality: A longitudinal experiment: Can sponsors transfer the image of a sporting event to their brand?
Source of Publication
Journal of Advertising Research
© 2018, World Advertising Research Center. All rights reserved. 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.
Mazodier, Marc; Corsi, Armando Maria; and Quester, Pascale G., "Advertisement typicality: A longitudinal experiment: Can sponsors transfer the image of a sporting event to their brand?" (2018). Scopus Indexed Articles. 1000.