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dc.contributor.authorTrendel, Olivier
dc.contributor.authorWarlop, Luk
dc.date.accessioned2014-02-11T12:44:29Z
dc.date.issued2013
dc.identifier.issn2051-2821
dc.identifier.urihttp://hdl.handle.net/11250/93988
dc.descriptionThis is the authors’ accepted and refereed manuscript to the article at the end published in Frenchno_NO
dc.description.abstractMost 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 opportunity to process the sponsorship is low, the competitors of incongruent sponsors are also harder to identify.no_NO
dc.language.isoengno_NO
dc.publisherSage Publicationsno_NO
dc.subjectawarenessno_NO
dc.subjectbrand identificationno_NO
dc.subjectcognitive resourcesno_NO
dc.subjectcongruenceno_NO
dc.subjectimplicit memoryno_NO
dc.subjectsponsorshipno_NO
dc.titleSponsor 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’encodageno_NO
dc.typeJournal articleno_NO
dc.typePeer reviewedno_NO
dc.description.embargo2014-12-01
dc.source.pagenumber28-46no_NO
dc.source.volume28no_NO
dc.source.journalRecherche et Applications en Marketingno_NO
dc.source.issue4no_NO
dc.identifier.doihttp://dx.doi.org/10.1177/0767370113499499


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