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Keywords: Customer experience
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Journal Articles
How to make sponsorship activations memorable: the power of meaningfulness
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2025) 26 (5): 929–949.
Published: 04 March 2025
.... MDL stresses that the value of customers’ experiences comes from recall: memorable experiences lead customers to reminisce and can have enduring desired behavioral outcomes (Harrington et al., 2019). Therefore, the present study takes MDL as the guiding theoretical framework, which describes...
