Year
1996
Authors
LARDINOIT Thierry, DERBAIX C., GERARD P.
Abstract
The issue of research is centred around the memory impact of the confunction Television and field sponsorship. The ANOVA (n=240) reveal highly significant main effects as a result of Television sponsorship and field sponsorship. However, and paradoxically, television and field sponsoring do not interact.
LARDINOIT, T., DERBAIX, C. et GERARD, P. (1996). Efficacité mémorielle du parrainage sportif : une étude de trois modalités de mise en oeuvre. Dans: Association Française de Marketing (AFM) XIIe Congrès. Association Française du Marketing (AFM), pp. 569-582.