search query: @author Quester, P.G. / total: 4
reference: 3 / 4
| 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. |
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