Effectiveness of Bank Sponsorship: The case of Greece

Abstract

Despite the increase of the amounts invested on sponsorship worldwide, the research undertaken in order to evaluate sponsorship effectiveness on consumer perception is insufficient. This study examines the answers given from a sample of 112 high educated young people who live in Greece and have been exposed to sponsorship activities undertaken by the six larger Banks of Greece. The analysis reached interesting conclusions concerning the way Greek consumers understand the concept of bank sponsorship