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Keywords: Integrated communications
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Journal Articles
Assessing the effectiveness of sponsorship messaging: Measuring the impact of congruence through electroencephalogram
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2018) 19 (1): 25–40.
Published: 05 February 2018
... 02 2017 29 03 2017 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Neuromarketing Attention Sponsorship Electroencephalogram Integrated communications The objective of this research is to measure the effect of congruence...
