An Experimental Study of the Effectiveness of Sport Sponsorship Stimuli.

The research is focused on the memory impact of different types of sponsorship on television viewers. Three types of sports sponsorship are indeed studied : Television sponsorship, field sponsorship and their combinaison.

LARDINOIT, T. and DERBAIX, C. (1997). An Experimental Study of the Effectiveness of Sport Sponsorship Stimuli. ESSEC Business School.