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| Tekijä: | Walliser, B. |
| Otsikko: | Über den Zusammenhang zwischen Markenbekanntheit und Wiedererkennung bei der Bandenwerbung |
| Lehti: | Marketing: Zeitschrift fur Forschung und Praxis
1997 : 1. QUARTAL, VOL. 19:1, p. 43-52 |
| Asiasana: | BRANDS PRODUCT IMAGE ADVERTISING SPONSORSHIP SPORTS INDUSTRY |
| Kieli: | eng |
| Tiivistelmä: | After being exposed to a video of a sports event within a laboratory experiment, three groups of spectators in Germany, France and Switzerland recognize the same average number of perimeter board advertisers. The recognition rates of individual brands, however, vary strongly btw. countries, depending on prior brand awareness and duration of exposure in the video. Thus , although perimeter board advertisers with high prior awareness rates tend to be better recognized than brands with low prior awareness rates, even the latter can benefit from sponsoring on the condition that they are well exposed to spectators. |
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