Please use this identifier to cite or link to this item: http://hdl.handle.net/2440/1219
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dc.contributor.authorLardinoit, T.en
dc.contributor.authorQuester, P.en
dc.date.issued2001en
dc.identifier.citationJournal of Advertising Research, 2001; 41(1):48-58en
dc.identifier.issn0021-8499en
dc.identifier.issn1740-1909en
dc.identifier.urihttp://hdl.handle.net/2440/1219-
dc.description.abstractAn 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.en
dc.description.statementofresponsibilityLardinoit, Thierry and Quester, Pascale G.en
dc.language.isoenen
dc.publisherAdvertising Res Foundationen
dc.rightsCopyright of Journal of Advertising Research is the property of Cambridge University Press/UK.en
dc.subjectSports sponsorship; television broadcasting; basketball; sports teams; sports eventsen
dc.titleAttitudinal effects of combined sponsorship and sponsor's prominence on basketball in Europeen
dc.typeJournal articleen
dc.identifier.rmid0020011223en
dc.identifier.doi10.2501/JAR-41-1-48-58en
dc.identifier.pubid61494-
pubs.library.collectionBusiness School publicationsen
pubs.verification-statusVerifieden
pubs.publication-statusPublisheden
dc.identifier.orcidQuester, P. [0000-0001-6872-6973]en
Appears in Collections:Business School publications

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