Cognitive Evaluation
Prompts and used to measure sponsorship awareness
John A. TripodiPremiership Strategies InternationalMartin HironsSweeney ResearchDavid BednallMonash University andMax SutherlandAustralian Graduate School of Entrepreneurship
Introduction
Over the last two decades, corporate sponsorship has exhibited sizeable growth as a marketing communication tool. Corporate sponsorship, in particular the sponsorship of sport, has offered marketers a viable means to target consumers, and as a result, the medium has gained a reputation for its ability to influence consumer behaviour. Meenaghan (1991, p. 36) defines sponsorship as
an investment, in cash or kind, in an...