Conference Proceedings
Year
2000
Abstract
This research focuses on the impact of TV sponsorship on the non-sponsor brands of sports events. The impact is measured in terms of dependent variables, aided recall (recognition) and unaided recall. Two types of non-sponsors are studied: brands with a high level of semantic link with the event (related) and brands with a low semantic link with the event (unrelated). Only one type of sponsors is studied: Unrelated Brands. The analysis shows that: (1) Unrelated brands are naturally associated with the event by TV viewers, (2) Television sponsorship has a significant and negative impact on unaided recall of related non-sponsors, (3) Television sponsorship does not have a significant impact on aided recall of related non-sponsors, (4) TV sponsorship has a positive impact on both unaided and aided recall of sponsor brands.
LARDINOIT, T. (2000). Impact de la commandite sur la notoriété de marques non-sponsors : effet du lien sémantique entre produit et événement. Dans: Proceedings de l’ASAC 00 (Association des Sciences Administratives du Canada). Université du Québec à Montréal, pp. 403-449.