ABSTRACT
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.
- Received May 25, 2016.
- Received (in revised form) August 19, 2016.
- Accepted December 16, 2016.
- Copyright© 2018 ARF. All rights reserved.
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Vol 58 Issue 3
