Understanding Long-Term Effects of Sports Sponsorship: Role of Experience, Involvement, Enthusiasm and Clutter

An empirical investigation based on 222 sports fans of a university basketball team finds that sports enthusiasm and the mere exposure to sponsorship stimuli is positively associated with the awareness of event sponsors. In addition, the findings reveal the negative impact of advertising and sponsorship clutter on individuals' recall and recognition of sponsors.

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Year of publication:	2000
Authors:	Cornwell, T. Bettina ; Relyea, George E.
Published in:	International Journal of Sports Marketing and Sponsorship. - Emerald Group Publishing Limited, ISSN 2515-7841, ZDB-ID 2238604-X. - Vol. 2.2000, 2, p. 39-55
Publisher:	Emerald Group Publishing Limited
Subject:	Sports \| Promotion \| Advertising communications \| Sponsorship-linked marketing

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/IJSMS-02-02-2000-B005 [DOI]
Source:	Other ZBW resources

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