Residual brand awareness following the termination of a long-term event sponsorship and the appointment of a new sponsor

Journal of Marketing Communications

Volumn 12, Issue 2, 2006, Pages 125-144

  Mason, Roger B ^a,b,c   Cochetel, Fabrice ^b,d  

^a UNIVERSITY OF WOLVERHAMPTON   (United Kingdom)

^b DURBAN UNIVERSITY OF TECHNOLOGY   (South Africa)

^c UNIVERSITY OF WOLVERHAMPTON   (United Kingdom)

^d French Banking Group   (France)

Author keywords

Awareness; Awareness decay; Event marketing; Residual awareness; Sponsorship; Sport event

Indexed keywords

EID: 33745565783     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527260600630450     Document Type: Article

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