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International Journal of Advertising
The Review of Marketing Communications
Volume 24, 2005 - Issue 4
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Original Articles

The importance of creative match in television sponsorship

Rosalind MastersonLeicester Business School, De Montfort UniversityCorrespondence[email protected]
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Pages 509-530 | Published online: 06 Jan 2015

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Sangpil Han, Jiwon Choi, Hyunchil Kim, John A. Davis & Ki-Young Lee. (2013) The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship. International Journal of Advertising 32:2, pages 301-317.
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Articles from other publishers (13)

Nathalie Fleck, Virginie Maille & Priya Raghubir. 2017. The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World 582 585 .
María Arrazola, José de Hevia & Pedro Reinares. 2016. Advertising in New Formats and Media. Advertising in New Formats and Media 47 76 .
Eva Reinares-Lara, Pedro Reinares-Lara & Cristina Olarte-Pascual. (2016) Formatos de publicidad no convencional en televisión versus spots: un análisis basado en el recuerdo. Historia y Comunicación Social 21:1, pages 257-278.
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Marc Mazodier & Pascale Quester. (2014) The role of sponsorship fit for changing brand affect: A latent growth modeling approach. International Journal of Research in Marketing 31:1, pages 16-29.
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Erik L. Olson & Hans Mathias Thjømøe. (2012) The relative performance of TV sponsorship versus television spot advertising. European Journal of Marketing 46:11/12, pages 1726-1742.
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Marc Mazodier & Dwight Merunka. (2011) Achieving brand loyalty through sponsorship: the role of fit and self-congruity. Journal of the Academy of Marketing Science 40:6, pages 807-820.
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Josefa D. Martin Santana, Eva M. Reinares Lara & Pedro J. Reinares Lara. (2012) ANÁLISIS COMPARATIVO DE LA EFICACIA PUBLICITARIA EN TELEVISIÓN: TELEPROMOCIÓN VERSUS SPOT *. Revista Española de Investigación de Marketing ESIC 16:2, pages 49-84.
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Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen. (2012) The Impact of Informational Stimuli from a New Drinck Product on Consumers' Affective and Cognitive Reactions. Recherche et Applications en Marketing (English Edition) 27:1, pages 3-31.
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Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen. (2012) L'impact des stimuli informationnels d'un nouveau produit alimentaire sur les réactions affectives et cognitives du consommateur. Recherche et Applications en Marketing (French Edition) 27:1, pages 3-32.
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Virginie Maille & Nathalie Fleck. (2011) Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure. Recherche et Applications en Marketing (English Edition) 26:2, pages 77-113.
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Virginie Maille & Nathalie Fleck. (2011) Congruence perçue par le consommateur: vers une clarification du concept, de sa formation et de sa mesure. Recherche et Applications en Marketing (French Edition) 26:2, pages 77-111.
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Nathalie Fleck & Virginie Maille. (2010) Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research. Recherche et Applications en Marketing (English Edition) 25:4, pages 69-92.
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Nathalie Fleck & Virginie Maille. (2010) Trente ans de travaux contradictoires sur l'influence de la congruence perçue par le consommateur: synthèse, limites et voies de recherche. Recherche et Applications en Marketing (French Edition) 25:4, pages 69-92.
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