Cornwell, T. Bettina; Humphreys, Michael S.; Maguire, … - In: Journal of Consumer Research 33 (2006) 3, pp. 312-321
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...
