Article
Advertisement typicality: A longitudinal experiment: Can sponsors transfer the image of a sporting event to their brand?
Journal of Advertising Research
Document Type
Article
Publication Date
9-1-2018
Abstract
© 2018, World Advertising Research Center. All rights reserved. This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers.
DOI Link
10.2501/jar-2017-031
Publisher
World Advertising Research Center
Disciplines
Scopus ID
85053311460
Indexed in Scopus
Yes
Open Access
Yes
Open Access Type
Green: A manuscript of this publication is openly available in a repository
https://ap01.alma.exlibrisgroup.com/view/delivery/61USOUTHAUS_INST/12175413690001831
Citation Information
Marc Mazodier, Armando Maria Corsi and Pascale G. Quester. "Advertisement typicality: A longitudinal experiment: Can sponsors transfer the image of a sporting event to their brand?" Journal of Advertising Research Vol. 58 Iss. 3 (2018) p. 268 - 281 ISSN: <a href="https://v2.sherpa.ac.uk/id/publication/issn/0021-8499" target="_blank">0021-8499</a> Available at: http://works.bepress.com/marc-mazodier/2/