Journal articles (2001), Psychology and Marketing, pp. 167-190
Sponsorship and Recall of Sponsors
The effect of field and/or television sponsorship on respondents' unaided recall and aided recall (recognition) of sponsors' names was explored by means of a laboratory experiment. Findings are discussed with reference to respondents' involvement with a sport.
LARDINOIT, T. and DERBAIX, C. (2001). Sponsorship and Recall of Sponsors. Psychology and Marketing, pp. 167-190.