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Volume 2, Issue 2
1 June 2000
International Journal of Sports Marketing and Sponsorship Cover Image for Volume 2, Issue 2
Research Article| June 01 2000

Understanding Long-Term Effects of Sports Sponsorship: Role of Experience, Involvement, Enthusiasm and Clutter

T. Bettina Cornwell;
T. Bettina Cornwell
Professor of Marketing, University of Memphis
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George E. Relyea
George E. Relyea
Manager Academic Systems, University of Memphis
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Author & Article Information
Publisher: Emerald Publishing
Received: May 03 2000
Online ISSN: 2515-7841
Print ISSN: 1464-6668
© 2000 by Winthrop Publications Limited
2000
licensed reuse rights only
International Journal of Sports Marketing and Sponsorship (2000) 2 (2): 39–55.
https://doi.org/10.1108/IJSMS-02-02-2000-B005
Article history
Received:
May 03 2000

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: Sports, Promotion, Advertising communications, Sponsorship-linked marketing
This content is only available via PDF.
© 2000 by Winthrop Publications Limited
2000
licensed reuse rights only
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