ABSTRACT 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). The study used test/control videos of a basketball game, exposed to young adults in Belgium. They concluded that synergy between on-site and TV announcements does not seem to exist -but that brand share is a factor.
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Lardinoit et al. (2001) studied this question.
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