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Keywords: Implicit sponsorship effects
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Journal Articles
Implicit sponsorship effects for a prominent brand
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Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (3-4): 785–804.
Published: 08 April 2014
... of the consideration set in a naturalistic setting, even without an explicit memory that the brand is a sponsor. This implicit sponsorship effect was limited to the memory-based consideration set of non-consumers of the brand. Originality/value – This study establishes an implicit sponsorship effect...
