On ‘being there’: A comparison of the effectiveness of sporting event sponsorship among direct and indirect audiences

Purpose - The purpose of this paper is to assess the effectiveness of field sponsorship through sponsor recall and recognition across two environments that differ on the degree of felt presence they trigger among viewers: on-site and television. A series of research hypotheses concerning the interac...

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Veröffentlicht in:	European journal of marketing 2015-01, Vol.49 (3/4), p.621-642
Hauptverfasser:	Carrillat, François Anthony, d'Astous, Alain, Bellavance, François, Eid, François
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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