Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe
Pascale G. Quester and Thierry Lardinoit
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...
