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Keywords: Sports poster
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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
...) and sailing). The articulation was implemented in the sports poster through the phrase “xxx (brand) helps to promote the values and benefits of sport through this sponsorship” in the area of sponsors of the sports poster (lower area). The congruence variable is constructed from the results of a prior process...
