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Export Reference (APA) 
Abbaspuli, F., Jalali, M. & Farhangmehr, M. (2014). Persuasion Knowledge, Alcohol Consumption and Event Sponsorship. In Proceedings of the 43rd EMAC Conference - Paradigm Shifts and Interactions. Valencia
Export Reference (IEEE) 
F. Abbaspuli et al.,  "Persuasion Knowledge, Alcohol Consumption and Event Sponsorship", in Proc. of the 43rd EMAC Conf. - Paradigm Shifts and Interactions, Valencia, 2014, vol. 43
Export BibTeX 
@inproceedings{abbaspuli2014_1716223713337,
	author = "Abbaspuli, F. and Jalali, M. and Farhangmehr, M.",
	title = "Persuasion Knowledge, Alcohol Consumption and Event Sponsorship",
	booktitle = "Proceedings of the 43rd EMAC Conference - Paradigm Shifts and Interactions",
	year = "2014",
	editor = "",
	volume = "43",
	publisher = "",
	address = "Valencia",
	organization = "European Marketing Academy ",
	url = "http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf"
}
Export RIS 
TY  - CPAPER
TI  - Persuasion Knowledge, Alcohol Consumption and Event Sponsorship
T2  - Proceedings of the 43rd EMAC Conference - Paradigm Shifts and Interactions
VL  - 43
AU  - Abbaspuli, F.
AU  - Jalali, M.
AU  - Farhangmehr, M.
PY  - 2014
CY  - Valencia
UR  - http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf
AB  - This paper examines the impact of event sponsorship by
alcohol companies on participants’ perceptions of the
events and their intentions to drink. Sponsorship is gaining
importance, as companies seek to better communicate
with their customers in an increasingly promotion-cluttered
environment. When this sponsorship is undertaken by
alcohol companies, however, it is not without controversy,
particularly for sporting events or those targeted at young
people. In a series of experimental studies we show that
alcohol sponsorships influence the perceived level of
excitement of an event, as well young people’s intentions
to drink. This effect can be somewhat mitigated by
making persuasion knowledge more salient; however, the
association of an alcohol sponsor with an event can be such
that the event alone triggers greater drinking intentions.
ER  -