Sponsorship-Linked Marketing: The Role of Articulation in Memory

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dc.contributor.authorCornwell, T. Bettina
dc.contributor.authorHumphreys, Michael S.
dc.contributor.authorMaguire, Angela M.
dc.contributor.authorWeeks, Clinton S.
dc.contributor.authorTellegen, Cassandra L.
dc.date.accessioned2011-02-16T19:59:50Z
dc.date.available2011-02-16T19:59:50Z
dc.date.issued2006-12
dc.description10 p.en_US
dc.description.abstractCorporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued-recall experiments, the effect of articulation of sponsorship fit on memory for sponsor-event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor-event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.en_US
dc.description.sponsorshipUniversity of Queensland Business School RSF grant 2000101079, Australian Research Council grant DP0342656en_US
dc.identifier.citationJournal of Consumer Research, Inc., Vol. 33, December 2006, pp. 312-321en_US
dc.identifier.urihttps://hdl.handle.net/1794/10976
dc.language.isoen_USen_US
dc.publisherJournal of Consumer Research, Inc.en_US
dc.subjectCorporate sponsorship
dc.subjectBranding (Marketing)
dc.subjectBrand name products
dc.titleSponsorship-Linked Marketing: The Role of Articulation in Memoryen_US
dc.typeArticleen_US

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