dc.contributor.author |
Cornwell, T. Bettina |
|
dc.contributor.author |
Humphreys, Michael S. |
|
dc.contributor.author |
Maguire, Angela M. |
|
dc.contributor.author |
Weeks, Clinton S. |
|
dc.contributor.author |
Tellegen, Cassandra L. |
|
dc.date.accessioned |
2011-02-16T19:59:50Z |
|
dc.date.available |
2011-02-16T19:59:50Z |
|
dc.date.issued |
2006-12 |
|
dc.identifier.citation |
Journal of Consumer Research, Inc., Vol. 33, December 2006, pp. 312-321 |
en_US |
dc.identifier.uri |
http://hdl.handle.net/1794/10976 |
|
dc.description |
10 p. |
en_US |
dc.description.abstract |
Corporate 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.sponsorship |
University of Queensland Business School RSF grant 2000101079, Australian Research Council grant DP0342656 |
en_US |
dc.language.iso |
en_US |
en_US |
dc.publisher |
Journal of Consumer Research, Inc. |
en_US |
dc.subject |
Corporate sponsorship |
|
dc.subject |
Branding (Marketing) |
|
dc.subject |
Brand name products |
|
dc.title |
Sponsorship-Linked Marketing: The Role of Articulation in Memory |
en_US |
dc.type |
Article |
en_US |