RT Journal Article
SR Electronic
T1 Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 48
OP 58
DO 10.2501/JAR-41-1-48-58
VO 41
IS 1
A1 Thierry Lardinoit
A1 Pascale G. Quester
YR 2001
UL http://www.journalofadvertisingresearch.com/content/41/1/48.abstract
AB 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.