Sponsorship-linked marketing: The role of articulation in memory
Cornwell, T., Humphreys, Michael, Maguire, Angela, Weeks, Clinton, & Tellegen, Cassandra (2006) Sponsorship-linked marketing: The role of articulation in memory. Journal of Consumer Research, 33(3), pp. 312-321.
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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.
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| ID Code: | 44952 |
|---|---|
| Item Type: | Journal Article |
| DOI: | 10.1086/508436 |
| ISSN: | 0093-5301 |
| Subjects: | Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) |
| Divisions: | Current > QUT Faculties and Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
| Deposited On: | 25 Aug 2011 08:15 |
| Last Modified: | 01 Mar 2012 00:34 |
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