dc.contributor.author | Trendel, Olivier | |
dc.contributor.author | Warlop, Luk | |
dc.date.accessioned | 2014-02-11T12:44:29Z | |
dc.date.issued | 2013 | |
dc.identifier.issn | 2051-2821 | |
dc.identifier.uri | http://hdl.handle.net/11250/93988 | |
dc.description | This is the authors’ accepted and refereed manuscript to the article at the end
published in French | no_NO |
dc.description.abstract | 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 opportunity to process the sponsorship is low, the competitors of incongruent sponsors are also harder to identify. | no_NO |
dc.language.iso | eng | no_NO |
dc.publisher | Sage Publications | no_NO |
dc.subject | awareness | no_NO |
dc.subject | brand identification | no_NO |
dc.subject | cognitive resources | no_NO |
dc.subject | congruence | no_NO |
dc.subject | implicit memory | no_NO |
dc.subject | sponsorship | no_NO |
dc.title | 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 | no_NO |
dc.type | Journal article | no_NO |
dc.type | Peer reviewed | no_NO |
dc.description.embargo | 2014-12-01 | |
dc.source.pagenumber | 28-46 | no_NO |
dc.source.volume | 28 | no_NO |
dc.source.journal | Recherche et Applications en Marketing | no_NO |
dc.source.issue | 4 | no_NO |
dc.identifier.doi | http://dx.doi.org/10.1177/0767370113499499 | |