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Working Papers (1999), ESSEC Business School

Prominent vs Non Prominent Bands: Their Respective Effect on Sponsorship Effectiveness

LARDINOIT Thierry , QUESTER P.

An experimental study examined the effects of two types of sponsorship activities, on-site sponsorship and televised broadcast sponsorship announcements. Using a series of videos providing a variety of treatment exposures to four groups of subjects, the study revealed that the synergy often assumed to exist between on-site sponsorship and television broadcast sponsorship does not exist. Furthermore, the main effects of either method were found to differ for each of the two sponsors of contrasted market prominence involved in the study.

LARDINOIT, T. and QUESTER, P. (1999). Prominent vs Non Prominent Bands: Their Respective Effect on Sponsorship Effectiveness. ESSEC Business School.