Authors
Kirk L Wakefield, Gregg Bennett
Publication date
2010/9/1
Journal
Journal of Advertising
Volume
39
Issue
3
Pages
99-111
Publisher
Routledge
Description
This study focuses on the accurate identification of corporate sponsors among consumers
attending a NASCAR event. The results of this study support prior experimental work (eg,
Johar and Pham 1999), indicating that consumers are more likely to correctly identify
prominent and related sponsors. Importantly, the findings indicate that a reason for such
recall is that the best-performing properties attract prominent and related sponsors, and
affective intensity (either strong positive or negative feelings) toward a property activates ...
Total citations
20112012201320144465
Scholar articles
KL Wakefield, G Bennett - Journal of Advertising, 2010