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| Author: | Poon, D.T.Y. Prendergast, G. |
| Title: | A new framework for evaluating sponsorship opportunities |
| Journal: | International Journal of Advertising
2006 : VOL.25:4, p.471-488 |
| Index terms: | sponsorship products |
| Language: | eng |
| Abstract: | When considering the product relevance (hereafter as: p-r.) issue (the fit between the sponsor and the activity being sponsored) there remains a small amount of research attention. Previously, relevance has incorrectly been treated in terms of two mutually exclusive categories: function-based similarity (hereafter as: sim-ty.) and image-based sim-ty. However, these two types of sim-ty. can coexist. This paper proposes a new p-r. construct called integrated product relevance (here as: i-p-r.). The study forms its hypothesis as to how i-p-r. may affect consumer responses to a sponsor's products. |
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