This research focuses on the memory impact of the field and TV sponsorship combination on television viewers. Enduring involvement for sport programs is also considered. Our dependent variables were aided and unaided recall. As far as the memory impact is concerned, the data revealed that Television and Field sponsorships did interact on aided recall and Television and Field sponsorship interacts with enduring involvement on unaided recall.
LARDINOIT, T. (1999). Conjonction des parrainages terrain et TV : comparaison des effets sur la mémorisation assistée et la mémorisation spontanée. In: ASAC 99-Managing on the Digital Frontier. Gérer à la frontières numérique. University of New Brunswick Saint John, pp. 73-83.