The importance of creative match in television sponsorship

Rosalind Masterson

It is one of the accepted wisdoms of sponsorship literature that there should be a good fit between sponsor and sponsored.

The Importance of Creative Match in Television Sponsorship

Rosalind MastersonLeicester Business School, De Montfort University

INTRODUCTION

This paper relates a two-stage study designed to investigate viewers' responses to the sponsorship of their favourite...

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