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Journal articles (2001), Journal of Advertising Research, pp. 48-58

Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe

LARDINOIT Thierry , QUESTER P.G.

This experimental study examines the effects of two types of sponsorship activities, on-site sponsorship and televised broadcast announcements. The study revealed that: in terms of "change of attitude", the synergy between on-site sponsorship and television broadcast sponsorship does not exist, for both sponsorships methods, initial market prominence hinders the attitudinal change.

LARDINOIT, T. and QUESTER, P.G. (2001). Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe. Journal of Advertising Research, pp. 48-58.