Memory of Sponsorship-Linked Marketing Communications
Corporate sponsorship value is brought into question when false recognition of foils suggests confusion regarding true sponsors. While an indicator of confusion, recognition false alarms do not tell the entire story regarding memory for sponsor-event relationships. Two free recall experiments show r...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2012-12-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/2158244012468139 |