Consumer consideration of sponsor brands they do not remember

  title={Consumer consideration of sponsor brands they do not remember},
  author={Jean-Luc Herrmann and Bj{\"o}rn Walliser and Mathieu Kacha},
  journal={International Journal of Advertising},
  pages={259 - 281}
Extending findings from advertising to sponsorship, this study evaluates explicit and implicit sponsorship memorisation effects. A survey of 584 spectators of a tennis tournament reveals that both types of memorisation effects (co)exist. Even when spectators do not recognise a brand as an event sponsor, they include it more often in their consideration set than do spectators who have not been exposed to the sponsor brand. Sponsorship also reduces the number of main competitor brands in the… Expand
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