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Conference Proceedings (1996), Association Française de Marketing (AFM) XIIe Congrès, Association Française du Marketing (AFM), pp. 569-582

Efficacité mémorielle du parrainage sportif : une étude de trois modalités de mise en oeuvre

LARDINOIT Thierry , DERBAIX C., GERARD P.

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. and GERARD, P. (1996). Efficacité mémorielle du parrainage sportif : une étude de trois modalités de mise en oeuvre. In: Association Française de Marketing (AFM) XIIe Congrès. Association Française du Marketing (AFM), pp. 569-582.