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Jason Daniels, Thilo Kunkel and Adam Karg

. Demographic questions were followed by a free-thought listing technique ( Cacioppo & Petty, 1981 ) to generate qualitative consumer-based team brand associations. As brand recall, rather than recognition, is strongly linked with familiarity and constitutes a major part of brand awareness, the current method

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Yongjin Hwang, Khalid Ballouli, Kevin So and Bob Heere

recall brands, such that gamers were more likely to recall incongruent brands at a greater rate than congruent brands. Dardis et al. ( 2015 ) found that game difficulty (how easy or hard it is to play a video game) affected brand recall and attitudes toward the brand. Nelson ( 2002 ) found that brand

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Sanghak Lee and Seung-Chang Lee

Sport sponsorship has grown tremendously as the development of sport media, and popular companies such as Coca-Cola, Nike, Toyota, and Samsung have used sport sponsorship as one of their marketing communication channels. In addition, retailers (e.g., Home Depot, Target, Lotte Department Store) have become involved in sponsorship to achieve their marketing communication goals. Although many retail companies have invested in sponsorship, no retailer-specific sponsorship study has been suggested. Therefore, the purpose of this study was to propose a new sponsorship-effect measure using retail service quality (R-SERVQUAL). This study hypothesized that brand recall and team identification would influence R-SERVQUAL. The 2-way ANOVA revealed that the mean scores of R-SERVQUAL were high when sport fans’ brand recall (F = 12.58, p < .001) and team identification (F = 65.88, p < .001) were high, and R-SERVQUAL is suggested as a tool to evaluate the effects of sponsorship communication on the retail industry.

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Sungho Cho, J. Lucy Lee, June Won and Jong Kwan (Jake) Lee

of brand image ( Magid et al., 2006 ). Evaluative dilution refers to the harmful effects of noncompeting junior marks on the brand images of famous senior marks. Morrin and Jacoby ( 2000 ) conducted a study to examine dilution effects by measuring brand recall and the recognition of famous marks

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Christopher Rumpf and Christoph Breuer

business success, reliable measures of financial performance are essential for its future growth. Current metrics in sponsorship research such as media exposure and brand recall can hardly be linked to financial performance ( Meenaghan & O’Sullivan, 2013 ). To advance the discussion about ROI in

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Nicholas Burton and Cheri Bradish

-6419.2005.00347 10.1111/j.0955-6419.2005.00347.x Pelanda , B.L. ( 2012 ). Ambush marketing: Dissecting the discourse . Hastings Communications and Entertainment Law Journal, 34 , 341 – 362 . Portlock , A. , & Rose , S. ( 2009 ). Effects of ambush marketing: UK consumer brand recall and attitudes to

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Jonathan A. Jensen and T. Bettina Cornwell

, Cotter, Perez, & Wakefield, 2013 ) has found longer running campaigns predictive of higher rates of brand recall and behavioral change. In keeping with this research, a recent multiyear study of season ticket holders found that sponsorship length was predictive of both sponsor recall and lower decay