%0 Journal Article %A Marc Mazodier %A Armando Maria Corsi %A Pascale G. Quester %T Advertisement Typicality: A Longitudinal Experiment %B Can Sponsors Transfer the Image Of a Sporting Event to Their Brand? %D 2017 %R 10.2501/JAR-2017-031 %J Journal of Advertising Research %P JAR-2017-031 %X This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers. %U https://www.journalofadvertisingresearch.com/content/jadvertres/early/2017/08/08/JAR-2017-031.full.pdf