Browsing Handelshøyskolen BI by Journals "Recherche et Applications en Marketing"
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Sponsor memorisation: the influence of sponsorship congruence re-examined from an encoding flexibility perspective - Mémorisation des parrains: l’influence de la congruence du parrainage réexaminée à l’aide du modèle de flexibilité de l’encodage (Journal article; Peer reviewed, 2013)Most prior studies obtained that a congruent sponsorship leads to higher sponsor awareness. The experiment conducted here shows that a brand is better identified following an incongruent sponsorship. Moreover, when the ...