Advertisement Typicality: A Longitudinal Experiment
研究了广告典型性如何影响赞助活动将体育赛事形象转移到品牌上的效果，发现高典型性广告更能提升赞助有效性，并引入离散选择实验来评估赛事元素组合的典型性。
<h3>ABSTRACT</h3> This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time. Two pretests and one main experiment, involving more than 2,200 respondents in total, revealed that high advertisement typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality. This study also introduces a robust and effective method to assess the typicality of various combinations of event-related elements: discrete-choice experiments. The authors discuss the implications of these findings for marketing and brand managers.