Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/1219
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Type: | Journal article |
Title: | Attitudinal effects of combined sponsorship and sponsor's prominence on basketball in Europe |
Author: | Lardinoit, T. Quester, P. |
Citation: | Journal of Advertising Research, 2001; 41(1):48-58 |
Publisher: | Advertising Res Foundation |
Issue Date: | 2001 |
ISSN: | 0021-8499 1740-1909 |
Statement of Responsibility: | Lardinoit, Thierry and Quester, Pascale G. |
Abstract: | An experimental study conducted in Europe examined the effects of two types of sponsorship activities, on-site sponsorship and televised broadcast sponsorship announcements, undertaken by basketball sponsors. A series of videos provided a variety of treatment exposures to four groups of young subjects, the usual target audience of basketball. The study revealed that the synergy often assumed between on-site sponsorship and television broadcast sponsorship does not exist. Furthermore, the main effect of either method were found to differ for each of the two sponsors of contrasted market prominence involved in the study. |
Keywords: | Sports sponsorship television broadcasting basketball sports teams sports events |
Rights: | Copyright of Journal of Advertising Research is the property of Cambridge University Press/UK. |
DOI: | 10.2501/JAR-41-1-48-58 |
Published version: | http://dx.doi.org/10.2501/jar-41-1-48-58 |
Appears in Collections: | Aurora harvest 2 Business School publications |
Files in This Item:
File | Description | Size | Format | |
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hdl1219.pdf | Published version | 4.78 MB | Adobe PDF | View/Open |
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