PT  - JOURNAL ARTICLE
AU  - Marc Mazodier
AU  - Armando Maria Corsi
AU  - Pascale G. Quester
TI  - Advertisement Typicality: A Longitudinal Experiment
AID  - 10.2501/JAR-2017-031
DP  - 2018 Sep 01
TA  - Journal of Advertising Research
PG  - 268--281
VI  - 58
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/58/3/268.short
4100  - http://www.journalofadvertisingresearch.com/content/58/3/268.full
SO  - J Advert Res2018 Sep 01; 58
AB  - 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.