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What Do We Know About Sports Sponsorships?, John B. Ford
What Do We Know About Sports Sponsorships?, John B. Ford
Marketing Faculty Publications
(First paragraph) There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive advertising effects, there are no known studies that have examined the level of typicality with respect to sporting events in particular.