SelectedWorks - Marc Mazodier

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Selected Works of Marc Mazodier

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About Marc Mazodier

Present	Professor, Zayed University ‐ College of Business
Institution Organization Position Type Position Title Time Period to Options Current Position Affiliate my profile with this Institution

Business

http://orcid.org/0000-0001-9836-8564

Can donations be too little or too much?

European Journal of Marketing (2020)

Marc Mazodier, Francois Anthony Carrillat, Claire Sherman and Carolin Plewa

© 2020, Emerald Publishing Limited. Purpose: Charities depend on giving behaviors of organizations to fulfil their purpose, whereas corporations seek ...

The color of support: The effect of sponsor–team visual ...

Journal of Marketing (2019)

Conor M. Henderson, Marc Mazodier and Aparna Sundar

© American Marketing Association 2019. Brand sponsorship connects brands with large, passionate audiences. The sponsorship literature emphasizes the importance of ...

Advertisement typicality: A longitudinal experiment: Can sponsors transfer the image ...

Journal of Advertising Research (2018)

Marc Mazodier, Armando Maria Corsi and Pascale G. Quester

© 2018, World Advertising Research Center. All rights reserved. This study examines how advertisement typicality influences the capacity of sponsorship ...

Contribution to Book

Leveraging brand touchpoints: A literature review and research agenda

Brand Touchpoints (2018)

Lars Bergkvist and Marc Mazodier

© 2018 Nova Science Publishers, Inc. Keller's brand-leveraging process has received some attention from marketers and scholars. This process essentially ...

Making warnings about misleading advertising and product recalls more effective ...

Journal of Marketing Research (2018)

Olivier Trendel, Marc Mazodier and Kathleen D. Vohs

© 2018, American Marketing Association. The authors tested whether image-based information is more effective than text in changing implicit attitudes ...

The long reach of sponsorship: How fan isolation and identification ...

Journal of Marketing (2018)

Marc Mazodier, Conor M. Henderson and Joshua T. Beck

© American Marketing Association 2018. Globalization and technology have expanded the reach of sports teams, giving brand sponsors new opportunities ...