PT  - JOURNAL ARTICLE
AU  - Mazodier, Marc
AU  - Corsi, Armando Maria
AU  - Quester, Pascale G.
TI  - Advertisement Typicality: A Longitudinal Experiment
AID  - 10.2501/JAR-2017-031
DP  - 2017 Aug 09
TA  - Journal of Advertising Research
PG  - JAR-2017-031
4099  - http://www.journalofadvertisingresearch.com/content/early/2017/08/08/JAR-2017-031.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2017/08/08/JAR-2017-031.full
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.