Advertisement typicality: A longitudinal experiment: Can sponsors transfer the image of a sporting event to their brand?
Document Type
Article
Source of Publication
Journal of Advertising Research
Publication Date
9-1-2018
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.
DOI Link
ISSN
Publisher
World Advertising Research Center
Volume
58
Issue
3
First Page
268
Last Page
281
Disciplines
Business
Scopus ID
Recommended Citation
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). All Works. 368.
https://zuscholars.zu.ac.ae/works/368
Indexed in Scopus
yes
Open Access
yes
Open Access Type
Green: A manuscript of this publication is openly available in a repository
