Three types of sports sponsorship are reviewed: television sponsorship, field sponsorship and the combination of the two. Moreover, enduring involvement for sport programs is also considered. The dependent variables are Recall and Recognition. The analysis shows that: 1) Field and TV sponsorship interacts positively with enduring involvement on Recall, 2) Field and TV sponsorship interacts negatively on Recognition.
LARDINOIT, T. (1999). Interaction des parrainages terrain et TV : Implact sur deux niveaux de mémorisation. Dans: Actes de la 15ème conférence de l’A.F.M. Association Française du Marketing (AFM), pp. 585-602.