Essec\Faculty\Model\Contribution {#2216
  #_index: "academ_contributions"
  #_id: "12502"
  #_source: array:26 [
    "id" => "12502"
    "slug" => "advertisement-typicality-a-longitudinal-experiment-can-sponsors-transfer-the-image-of-a-sporting-event-to-their-brand"
    "yearMonth" => "2018-01"
    "year" => "2018"
    "title" => "Advertisement Typicality: A Longitudinal Experiment – Can Sponsors Transfer the Image Of a Sporting Event to Their Brand?"
    "description" => "MARC MAZODIER, M.M., CORSI, A.M. et QUESTER, P.G. (2018). Advertisement Typicality: A Longitudinal Experiment – Can Sponsors Transfer the Image Of a Sporting Event to Their Brand? <i>Journal of Advertising Research</i>, 58(3), pp. 268-281."
    "authors" => array:3 [
      0 => array:3 [
        "name" => "MARC MAZODIER Marc MAZODIER"
        "bid" => "B00791034"
        "slug" => "mazodier-marc"
      ]
      1 => array:1 [
        "name" => "CORSI Amanda Maria"
      ]
      2 => array:1 [
        "name" => "QUESTER Pascale G."
      ]
    ]
    "ouvrage" => ""
    "keywords" => []
    "updatedAt" => "2021-09-24 10:33:27"
    "publicationUrl" => "http://www.journalofadvertisingresearch.com/content/early/2017/08/08/JAR-2017-031.abstract"
    "publicationInfo" => array:3 [
      "pages" => "268-281"
      "volume" => "58"
      "number" => "3"
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers."
      "en" => "This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-11-21T12:21:46.000Z"
    "docTitle" => "Advertisement Typicality: A Longitudinal Experiment – Can Sponsors Transfer the Image Of a Sporting Event to Their Brand?"
    "docSurtitle" => "Journal articles"
    "authorNames" => "<a href="/cv/mazodier-marc">MARC MAZODIER Marc MAZODIER</a>, CORSI Amanda Maria, QUESTER Pascale G."
    "docDescription" => "<span class="document-property-authors">MARC MAZODIER Marc MAZODIER, CORSI Amanda Maria, QUESTER Pascale G.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2018</span>"
    "keywordList" => ""
    "docPreview" => "<b>Advertisement Typicality: A Longitudinal Experiment – Can Sponsors Transfer the Image Of a Sporting Event to Their Brand?</b><br><span>2018-01 | Journal articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="http://www.journalofadvertisingresearch.com/content/early/2017/08/08/JAR-2017-031.abstract" target="_blank">Advertisement Typicality: A Longitudinal Experiment – Can Sponsors Transfer the Image Of a Sporting Event to Their Brand?</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 8.836839
  +"parent": null
}