Dual effects of sport sponsorship on implicit brand memory:
Following a series of successive (logistic) regressions analyses recommended to test for the existence of mediating effects (Baron and Kenny 1986), a significant positive effect of exposure (Expo) on the target brand’s likelihood (Cset) to be included in the consideration set (p = .02, odds ratio Exp(β) = 3.6), as well as on the presumed ... ................
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