This article has two objectives: a) to show that sport marketing is relevant in supporting the launching of new products, and b) to explore the link between watching television sport (soccer) programs and the purchasing of innovative products. The other independent variables considered are: innovativeness, age, social categories, educational attainment and consumption frequency of television sport programs.
LE NAGARD, E., LARDINOIT, T. et DESMET, P. (2006). Pourquoi le marketing sportif peut-il être utilisé pour le lancement de nouveaux produits ?