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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
Statement of
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.
RMID: 0020011223
DOI: 10.2501/JAR-41-1-48-58
Appears in Collections:Business School publications

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