haku: @freeterm sponsorship / yhteensä: 3
viite: 1 / 3
« edellinen | seuraava »
| Tekijä: | Hermann, J-L. Walliser, B. Kacha, M. |
| Otsikko: | Consumer consideration of sponsor brands they do not remember: Taking a wider look at the memorisation effects of sponsorship |
| Lehti: | International Journal of Advertising
2011 : VOL. 30:2, p. 259-281 |
| Asiasana: | advertising brands sports industry international |
| Vapaa asiasana: | sponsorship memorization |
| Kieli: | eng |
| Tiivistelmä: | Extending findings from advertising to sponsorship, this study assesses explicit and implicit sponsorship memorization (herein as: memzn.) effects. Based on a survey of over 580 spectators (here as: specs.) of a tennis tournament (of ATP), it is among others uncovered that both types of memzn. effects coexist. Even without recognizing a brand as an event sponsor, specs. include it more often in their consideration set than specs. not exposed to the sponsor brand. The results are encouraging for sponsor companies etc. |
« edellinen | seuraava »
SCIMA