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Attitudinal effects of combined sponsorship and sponsor's prominence on basketball in Europe

By T. Lardinoit and P. Quester

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.Lardinoit, Thierry and Quester, Pascale G

Topics: Sports sponsorship; television broadcasting; basketball; sports teams; sports events
Publisher: Advertising Res Foundation
Year: 2001
DOI identifier: 10.2501/JAR-41-1-48-58
OAI identifier: oai:digital.library.adelaide.edu.au:2440/1219
Journal:

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