Journal of Advertising Research
(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.
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
Ford, John B., "What Do We Know About Sports Sponsorships?" (2018). Marketing Faculty Publications. 14.