The issue of this research is the attitudinal impact of sponsorship on television spectators. Three types of sports sponsorship are studied : The conjunction Television and Field sponsorship, Television sponsorship alone and Field sponsorship. A global measurement of attitude is made in a strictly experimental context nonethless ensuring notable external validity. The gathering and processing of the data doesn't reveal significant effects as a result of Television and Field sponsorship. Despite what many authors contend, Television and Field sponsorship actions do not interact.
LARDINOIT, T. (1997). Interaction des parrainages terrain et T.V. : mythe ou réalité ? Le cas de la réaction attitudinale. In: ASAC 97: Discovering New Worlds. Administrative Sciences Association of Canada (ASAC), pp. 134-149.