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| Author: | McDaniel, S. |
| Title: | An investigation of match-up effects in sport sponsorship advertising: the implications of consumer advertising schemas |
| Journal: | Psychology and Marketing
1999 : MAR, VOL. 16:2, p. 163-184 |
| Index terms: | MARKETING CONSUMERS PSYCHOLOGY |
| Language: | eng |
| Abstract: | Statistics show that sponsorship of sports and other events is one of the fastest growing areas of promition, but the importance of this persuasion strategy is not reflected in the amount of attention it has received in the marketing literature. Although some research has been done in this area, the majority of work has not employed the same theoretical and methodological rigor given other areas of consumer behavior (Cunningham & Taylor, 1995). |
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