%0 Journal Article %A Thierry Lardinoit %A Pascale G. Quester %T Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe %D 2001 %R 10.2501/JAR-41-1-48-58 %J Journal of Advertising Research %P 48-58 %V 41 %N 1 %X The authors report on an experimental study to examine the effects (broad measures of attitude to two brands)) of two types of sponsorship activity - on-site sponsorship and TV sponsorship announcements (and their combined effect). The study used test/control videos of a basketball game, exposed to young adults in Belgium. They concluded that synergy between on-site and TV announcements does not seem to exist -but that brand share is a factor. %U https://www.journalofadvertisingresearch.com/content/jadvertres/41/1/48.full.pdf