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Keywords: Articulation
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Journal Articles
The effect of sponsorship purpose articulation on fit: moderating role of mission overlap
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2021) 22 (3): 550–565.
Published: 05 September 2020
...Tae-Ahn Kang; Hirotaka Matsuoka Purpose This study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via sponsor–property fit and the moderating effect of the overlapped mission between...
Journal Articles
The effect of articulated sports sponsorship on recall and visual attention to the brand
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2021) 22 (3): 493–506.
Published: 18 August 2020
...Manuel Alonso Dos Santos; Manuel J. Sánchez-Franco; Vicente Prado Gascó Purpose The objective is to examine the influence of articulation on the effectiveness of sports sponsorship. Design/methodology/approach This research uses an experimental design with the following factors: articulation...
Journal Articles
The effect of quality and leverage on the image transfer model: the moderating role of involvement
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2021) 22 (2): 353–368.
Published: 25 June 2020
... quality Articulation Activation The model in Figure 1 shows the hypotheses and the links between the variables. The backbone of the model is the image transfer process (Gwinner, 1997 ; Novais and Arcodia, 2013). The collateral variables represent the influence of leverage and quality...
