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Sponsorship effects on brand image: The role of exposure and activity involvement

✍ Scribed by Grohs, Reinhard; Reisinger, Heribert

Book ID
121744466
Publisher
Elsevier Science
Year
2014
Tongue
English
Weight
269 KB
Volume
67
Category
Article
ISSN
0148-2963

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This research examines the role consumption situations play in determining the effects of brand image on consumers' brand evaluations. Results from the first experiment suggest that when consumption situations are experimentally manipulated for the same brand, conspicuousness does not significantly