Recherche et Applications en Marketing, Vol 9, n°2/1994 Richard LADWEIN Typicality Judgement in Brand Extension Evaluation This paper explores brand extension evaluation, based on typicality judgment. This empirical study establishes that perceived typicality of the extension in the brand category is not the same as perceived typicality in the product category used in extension. The difference between these two judgments varies according to the structure of the brand and the structure of the product category used in the extension. Gilles ROEHRICH Hedonistic and Social Innovativeness: Proposition of a Scale Measurement This article suggests that the construct of innovativeness could be the expression of two basic needs: the need for stimulation and the need for uniqueness. Based on this theoretical framework, a new innovativeness scale has been created with two dimensions. The article presents the results of the validation process used in developing this scale. The results confirm the validity of the approach. Christian DERBAIX, Philippe GERARD, Thierry LARDINOIT An Attempt to Conceptualize a Very Practical Communication Activity: Sponsorship This article proposes a definition pinpointing the conceptual frontiers of sponsorship from its discriminating attributes. After justifying the interest of such a proposition, the authors systematically isolate the elements (presence of an independent socio-cultural event, direct investment in the event, and deliberate mediatization of the association and marketing communication objectives) leading to deriving the very nature of sponsorship by means of a critical evaluation of the definitions published in the last 20 years. Many examples illustrate the presentation. Shirley DEX The Reliability of Recall Data: a Literature Review This article describes five alternative methods for the measurement of validity and reliability of recall data. An evaluation of these methods is performed, followed by a classification according to the errors taken into account in the independent records. An analysis of various studies focusing on recall data allows the identification of several factors which affect recall reliability.

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