Title

Advertisement typicality: A longitudinal experiment: Can sponsors transfer the image of a sporting event to their brand?

Source of Publication

Journal of Advertising Research

Abstract

© 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.

Document Type

Article

First Page

268

Last Page

281

Publication Date

9-1-2018

DOI

10.2501/JAR-2017-031

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