Sponsorship, Ambushing, and Counter-Strategy: Effects Upon Memory for Sponsor and Event

Corporate sponsorship of sports, causes, and the arts has become a mainstream communications tool worldwide. The unique marketing opportunities associated with major events also attract nonsponsoring companies seeking to form associations with the event (ambushing). There are strategies available to...

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Veröffentlicht in:	Journal of experimental psychology. Applied 2010-03, Vol.16 (1), p.96-108
Hauptverfasser:	Humphreys, Michael S, Cornwell, T. Bettina, McAlister, Anna R, Kelly, Sarah J, Quinn, Emerald A, Murray, Krista L
Format:	Artikel
Sprache:	eng
Schlagworte:	Activities Adolescent Adult Arts Association (Psychology) Attitudes Australia Brand names Business Organizations Communications Community-Institutional Relations Competition Competitors Consumer Economics Contracts Corporate Support Cues Deception Female Foreign Countries Helping Behavior Human Humans Inhibition Interference (Learning) Male Marketing Memory Memory - physiology Middle Aged Organizational Behavior Organizations (Groups) Recall (Psychology) Relationship Social Support Sponsorship Sports Visual Aids Young Adult
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