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Sponsorship and recall of sponsors
Author(s) -
Lardinoit T.,
Derbaix C.
Publication year - 2001
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/1520-6793(200102)18:2<167::aid-mar1004>3.0.co;2-i
Subject(s) - recall , respondent , psychology , advertising , social psychology , cognitive psychology , political science , law , business
The effect of field and/or television sponsorship on respondent's unaided recall and aided recall (recognition) of sponsors' names was explored by means of a laboratory experiment. Findings are discussed with reference to respondents' involvement with a sport. © 2001 John Wiley & Sons, Inc.