search query: @freeterm BASKETBALL / total: 1
reference: 1 / 1
« previous | next »
Author: | Lardinoit, T. Quester, P.G. |
Title: | Attitudinal effects of combined sponsorship and sponsor's prominence on basketball in Europe |
Journal: | Journal of Advertising Research
2001 : JAN-FEB, VOL. 41:1, p. 48-58 |
Index terms: | SPONSORSHIP SPORTS INDUSTRY TELEVISION ADVERTISING EUROPE |
Freeterms: | BASKETBALL |
Language: | eng |
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. The study revealed that the synergy often assumed between on-site sponsorship and television broadcast sponsorship does not exist. |
« previous | next »
SCIMA