Purpose This study aims at developing and testing a conceptual model that shows the antecedents of the recall of a former sponsorship. Design/methodology/approach Primary ( n = 1,146) and secondary data from German professional soccer build the empirical base for this research. Multilevel...

Adstock plays a central role in advertising research. Adstock, or goodwill, is the cumulative value of a brand's advertising at a given point in time. A critical assumption in many advertising models is that managers take Adstock into account when making their advertising decisions. However,...