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Cognitive evaluation : prompts used to measure sponsorship awareness Tripodi, John A., Hirons, Martin, Bednall, David and Sutherland, Max 2003, Cognitive evaluation : prompts used to measure sponsorship awareness, International journal of market research, vol. 45, no. 4, Winter, pp. 435-455. Attached Files Name Description MIMEType Size Downloads Title Cognitive evaluation : prompts used to measure sponsorship awareness Author(s) Tripodi, John A. Hirons, Martin Bednall, David Sutherland, Max Journal name International journal of market research Volume number 45 Issue number 4 Season Winter Start page 435 End page 455 Publisher Market Research Society Place of publication London, England Publication date 2003 ISSN 1470-7853 Summary Marketing managers have the same accountability for their spending on sponsorship as they do for their general advertising spend. Since the direct impact on customer loyalty and profit is so hard to measure, surrogate measures such as recall are often used. Key issues with recall measures are the nature and type of prompting given. This paper reports the results of an experiment on three different ways of measuring sponsorship recall based on brand, category and event prompts. Differences between the prompts are shown with some facilitating and another inhibiting recall. The results are discussed within the framework of spreading activation theory which has the potential to explain and predict recall. Language eng Field of Research 150504 Marketing Measurement Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services HERDC Research category C1.1 Refereed article in a scholarly journal Copyright notice ©2003, The Market Research Society Persistent URL http://hdl.handle.net/10536/DRO/DU:30028580 Document type: Journal Article Collection: School of Management and Marketing Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Wed, 12 May 2010, 10:55:56 EST Wed, 12 May 2010, 10:58:09 EST Wed, 12 May 2010, 12:42:31 EST Mon, 21 Oct 2013, 10:14:57 EST Mon, 21 Oct 2013, 10:15:30 EST Filtered Full Citation counts: Cited 24 times in Scopus Search Google Scholar Access Statistics: 1193 Abstract Views, 0 File Downloads  -  Detailed Statistics Created: Wed, 12 May 2010, 10:55:48 EST by Leanne Swaneveld

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