… hAns mAThiAs ThjØmØe 1 er førsteamanuemsis i markedsføring Ved Handelshøyskolen
BI. Han er … Thjømøe har arbeidet i flere år i næringslivet, blant annet ved Lilleborg AS, og …

The fit between a sponsor and object (ie, sponsored organization, cause, event, or individual)
has been shown to be an important construct in predicting sponsorship effects, but little …

Since sponsoring is an increasingly important marketing communication medium, it is
important for managers to know whether their sponsorships are giving a good financial return …

… Hans Mathias Thjømøe Norwegian School of Management Erik L. Olson … Hans Mathias
Thjømøe Hans Mathias Thjømøe is an associate professor of marketing at the Norwegian School …

Ten seconds of TV sponsoring works almost equally as well as 30‐second spots across all
measures and brands. While the outright performance differs by type of brand (ie high fit …

In this article, brand evaluations based on mere exposure to a brand name are compared to
evaluations built on varying levels of cognitively processed brand information in a setting …

Purpose – This paper seeks to use branding literature to understand the rise and fall of GM's
brands. Design/methodology/approach – The approach takes the form of presenting a case …

… Hans Mathias Thjømøe … Opphavsrett 2008 Hans Mathias Thjømøe …

One might ask if branding is more than creating a product's image, rather, if branding is
adding values to the product. Numerous scholars support this position, stating that a brand …

Using eight real sponsorships covering both sports and non-sports contexts and employing
common measures and market representative samples, this research identifies predictors of …