Construct · 1 fields · 1 citations

sponsorship articulation: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

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Sport management

the explanation a sponsor communicates about why it is linked to an event, which helps consumers remember incongruent sponsors.

In sport management, sponsorship articulation refers to the explanation a sponsor communicates about why it is linked to an event, which helps consumers remember incongruent sponsors. This meaning comes from Cornwell (2006) in Journal of Consumer Research.[1]

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Nearby constructs

articulation2 fields · 2 citationsjingle · one word, two constructs event3 fields · 5 citationsjingle · one word, three constructs sponsorship1 fields · 1 citationsanchor · a standalone construct

References

Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., & Tellegen, C. L. (2006). Sponsorship-Linked Marketing: The Role of Articulation in Memory. Journal of Consumer Research, 33(3), 312-321. https://doi.org/10.1086/508436

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