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10.19030/jabr.v10i4.5905
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 1464-6668
- DOI
- 10.1108/IJSMS-02-02-2000-B005
- Publisher site
- See Article on Publisher Site
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.
Journal
International Journal of Sports Marketing and Sponsorship – Emerald Publishing
Published: Jun 1, 2000