Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe

The authors report on an experimental study to examine the effects (broad measures of attitude to two brands)) of two types of sponsorship activity - on-site sponsorship and TV sponsorship announcements (and their combined effect).

Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe

Thierry LardinoitESSEC, France andPascale G. Quester University of Adelaide,Australia

Sponsorship achieved unprecedented growth in the 1980s, with current worldwide...