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. Link to the article
MARC MAZODIER, M.M., CORSI, A.M. and QUESTER, P.G. (2018). Advertisement Typicality: A Longitudinal Experiment – Can Sponsors Transfer the Image Of a Sporting Event to Their Brand? Journal of Advertising Research, 58(3), pp. 268-281.