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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.

Impact and interest:

49 citations in Scopus
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33 citations in Web of Science®

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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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