Answers are grounded in this paper and cite their sources.
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.
No takes yet. Share an insight, caveat, or question.
Tony Meenaghan (2001) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: