机译:第二屏使用对赞助商品牌认知的影响:双重编码理论的观点
Department of Human Sciences, The Ohio State University, Columbus, Ohio, USA;
Department of Sport Management, Syracuse University, Syracuse, New York, USA;
Department of Marketing, Economics and Sports Business, Northern Kentucky University, Highland Heights, Kentucky, USA;
Department of Human Sciences, The Ohio State University, Columbus, Ohio, USA;
Brand awareness; Brand integration; Dual coding theory; Second screen; Sponsorship-linked marketing; Sport advertising;
机译:执行摘要“二次使用屏幕对赞助商品牌认知的影响:双重编码理论的观点”
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机译:终止长期活动赞助和任命新赞助商后的品牌残留意识