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Keywords: Electroencephalogram
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Journal Articles
Assessing the effectiveness of sponsorship messaging: Measuring the impact of congruence through electroencephalogram
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International Journal of Sports Marketing and Sponsorship (2018) 19 (1): 25–40.
Published: 05 February 2018
.../approach This research performed an experiment involving three different sporting activities where the level of congruence was perceived in a different way according to the different attributes of sponsorship message. Electroencephalograms were employed in order to measure reaction times when recognizing...
