Document Type

Editorial

Publication Date

9-2018

DOI

10.2501/JAR-2018-033

Publication Title

Journal of Advertising Research

Volume

58

Issue

3

Pages

257-258

Abstract

(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.

Comments

"Free full-text from publisher."

Original Publication Citation

Ford, J. B. (2018). What do we know about sports sponsorships? Journal of Advertising Research, 58(3), 257-258. doi:10.2501/JAR-2018-033

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