Carrillat, François Anthony; d'Astous, Alain; … - In: European Journal of Marketing 49 (2015) 3/4, pp. 621-642
, audience was less affected by the processing intensity principle and exhibited better recall and recognition than the …Purpose – The purpose of this paper is to assess the effectiveness of field sponsorship through sponsor recall and … recognition across two environments that differ on the degree of felt presence they trigger among viewers: on-site and television …