haku: @freeterm sponsorship / yhteensä: 3
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| Tekijä: | Prendergast, G.P. Poon, D. West, D.C. |
| Otsikko: | Match game |
| Lehti: | Journal of Advertising Research
2010 : JUN, VOL. 50:2, p. 214-226 |
| Asiasana: | advertising event marketing communication |
| Vapaa asiasana: | sponsorship congruence |
| Kieli: | eng |
| Tiivistelmä: | From a service perspective, this study explores interactions by means of an experiment using representative mock advertisements. No evidence was found of interaction effects btw. functional and image congruence, which suggests a compartmentalization of congruence rather than its being a multi-dimensional construct. Sponsorships involving low functional and low image congruence were found unable to create more favourable communication outcomes than no sponsorship at all. |
SCIMA