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Fortuitous brand image transfer : investigating the side effect of concurrent sponsorships
Carrillat, François A.; Harris, Eric G.; Lafferty, … - In: Journal of advertising : official publication of the … 39 (2010) 2, pp. 109-123
Persistent link: https://www.econbiz.de/10003986816
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Brand image congruence through sponsorship of sporting events : a reinquiry of Gwinner and Eaton (1999)
Kwon, Eunseon; Ratneshwar, Srinivasan; Kim, Eunjin - In: Journal of advertising : official publication of the … 45 (2016) 1, pp. 130-138
Persistent link: https://www.econbiz.de/10011453905
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Winning ways : immediate and long-term effects of sponsorship on perceptions of brand quality and corporate image
Pope, Nigel; Voges, Kevin E.; Brown, Mark - In: Journal of advertising : official publication of the … 38 (2009) 2, pp. 5-20
Persistent link: https://www.econbiz.de/10003863781
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State of the art and science in sponsorship-linked marketing
Cornwell, T. Bettina - In: Journal of advertising : official publication of the … 37 (2008) 3, pp. 41-55
Persistent link: https://www.econbiz.de/10003766363
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Affective intensity and sponsor identification
Wakefield, Kirk L.; Bennett, Gregg - In: Journal of advertising : official publication of the … 39 (2010) 3, pp. 99-111
Persistent link: https://www.econbiz.de/10008665413
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The moderating influence of consumers temporal orientation on the framing of societal needs and corporate responses in cause-related marketing campaigns
Tangari, Andrea Heintz; Folse, Judith Anne Garretson; … - In: Journal of advertising : official publication of the … 39 (2010) 2, pp. 35-50
Persistent link: https://www.econbiz.de/10003986800
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Explaining and articulating the fit construct in sponsorship
Olson, Erik L.; Thjømøe, Hans Mathias - In: Journal of advertising : official publication of the … 40 (2011) 1, pp. 57-70
Persistent link: https://www.econbiz.de/10009009161
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The prevalence and influence of the combination of humor and violence in super bowl commercials
Blackford, Benjamin J.; Gentry, James W.; Harrison, … - In: Journal of advertising : official publication of the … 40 (2011) 4, pp. 123-133
Persistent link: https://www.econbiz.de/10009491959
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Program-involvement effects on commercial attention and recall of successive and embedded advertising
Moorman, Marjolein; Willemsen, Lotte M.; Neijens, Peter C. - In: Journal of advertising : official publication of the … 41 (2012) 2, pp. 25-38
Persistent link: https://www.econbiz.de/10009659328
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Increasing power and preventing pain : the moderating role of self-construal in advertising message framing
Sung, Yongjun; Choi, Sejung Marina - In: Journal of advertising : official publication of the … 40 (2011) 1, pp. 71-85
Persistent link: https://www.econbiz.de/10009009160