Original paper
Advertisement Typicality: A Longitudinal Experiment
Abstract
ABSTRACT
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...Paper Details
Title
Advertisement Typicality: A Longitudinal Experiment
Published Date
Aug 9, 2017
Volume
58
Issue
3
Pages
268 - 281
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