Attitudinal Effects of Combined Sponsorship and Sponsor’s Prominence on Basketball in Europe
通过实验研究比利时年轻人观看篮球比赛视频，发现现场赞助与电视赞助公告的协同效应不存在，但品牌份额是影响因素。
<h3>ABSTRACT</h3> 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.