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Memory Effects of Different Relational Links between Brands and Sponsored Events

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References

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2007I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy

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148 cited

1996Ambush Marketing ¿ A Threat to Corporate Sponsorship128 cited

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2019The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude13 cited
2017When ambush marketing is beneficial to sponsorship awareness: creating sponsor distinctiveness using exclusivity and brand juxtaposition13 cited
2018Why consumers misattribute sponsorships to non-sponsor brands: Differential roles of item and relational communications.12 cited