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Sponsorship and advertising: A comparison of consumer perceptions
Author(s) -
Meenaghan Tony
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<191::aid-mar1005>3.0.co;2-c
Subject(s) - advertising , perception , psychology , focus (optics) , marketing , focus group , advertising research , business , physics , neuroscience , optics
Unlike advertising, little is currently known about how consumers regard commercial sponsorship. This paper outlines the results of focus group research which examined how consumers perceive sponsorship and how they view it in comparison with advertising. © 2001 John Wiley & Sons, Inc.