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Keywords: Memory interference
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Journal Articles
The effectiveness of multiple brand portfolios: the role of directional dominance and brand interference on brand evaluation
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International Journal of Sports Marketing and Sponsorship (2020) 21 (2): 285–303.
Published: 09 April 2020
...June Won; J. Lucy Lee Purpose The purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional dominance influences consumers' memory interference; and (3) to test whether brand interference...
