Understanding Long-Term Effects of Sports Sponsorship: Role of Experience, Involvement, Enthusiasm and Clutter
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 June 2000
Abstract
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.
Keywords
Citation
Cornwell, T.B. and Relyea, G.E. (2000), "Understanding Long-Term Effects of Sports Sponsorship: Role of Experience, Involvement, Enthusiasm and Clutter", International Journal of Sports Marketing and Sponsorship, Vol. 2 No. 2, pp. 39-55. https://doi.org/10.1108/IJSMS-02-02-2000-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2000 by Winthrop Publications Limited