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Keywords: Memorable activation 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
...Pascale Marceau Purpose Building on memory-dominant logic, this study proposes a theoretical model explaining the antecedents and consequences of memorable activation experience. Design/methodology/approach Through a qualitative research methodology – a narrative review, an analysis of current...
