Year
1998
Abstract
This research focuses on the moderating effect on memory impact of long-lasting involvement in combined Television-Field sponsorship. A global measurement of memory is made in a strictly experimental context, ensuring remarkable external validity.
LARDINOIT, T. (1998). Interaction des parrainages terrain et T.V. : Impact mémoriel de l’implication durable. Dans: Managing in Concert – Réussir ensemble. Carleton University, pp. 59-68.