search query: @journal_id 1668 / total: 273
reference: 116 / 273
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. |
SCIMA