Advertisement typicality: A longitudinal experiment - Can sponsors transfer the image of a sporting event to their brand?

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Management Slant

  • Advertisement typicality is key to the transfer of an image from an event to a brand over time.
  • The restricted nature of some event elements, such as logos or taglines, improves the perceived typicality of an advertisement, so official...