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Keywords: Neurophysiology
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Journal Articles
The effect of articulated sports sponsorship on recall and visual attention to the brand
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2021) 22 (3): 493–506.
Published: 18 August 2020
... posters have an influence on visual attention, congruence or recall. The results show that articulation diverts visual attention from the brand to the text, diminishing recall. Originality/value This is the first manuscript to use neurophysiological measures of the articulation effect. This is also...
