Consumer consideration of sponsor brands they do not remember : taking a wider look at the memorisation effects of sponsorship
Year of publication: |
2011
|
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Authors: | Herrmann, Jean-Luc ; Walliser, Björn ; Kacha, Mathieu |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 30.2011, 2, p. 259-281
|
Subject: | Sponsoring | Sponsorship | Werbewirkung | Advertising effects | Kognition | Cognition | Konsumentenverhalten | Consumer behaviour | Ballsport | Ball game |
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