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Presentations at an Academic or Professional conference (1997)

Sponsorship Impact on Consumer Memory : Study of the effectiveness of Filed and Television Sponsorship.

LARDINOIT Thierry , DERBAIX C.

The research is focused on the memory impact of different types of sponsorship on television viewers. Three types of sports sponsorship are indeed studied : Television sponsorship, field sponsorship and their combination.

LARDINOIT, T. and DERBAIX, C. (1997). Sponsorship Impact on Consumer Memory : Study of the effectiveness of Filed and Television Sponsorship.