Cognitive Evaluation

Prompts and used to measure sponsorship awareness

John A. Tripodi
Premiership Strategies International
Martin Hirons
Sweeney Research
David Bednall
Monash University
and
Max Sutherland
Australian 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