Quantifying the positive effects of sponsor level, length, prominence and relatedness on recall and residual recall rates over time
Year of publication: |
October 2015
|
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Authors: | McDonald, Heath ; Karg, Adam |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 21.2015, 5, p. 372-391
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Subject: | sponsorship | sport marketing | recall | awareness | Sponsoring | Sponsorship | Sportmarketing | Sports marketing | Werbewirkung | Advertising effects |
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