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Sponsorship effectiveness in professional sport: an examination of recall and recognition among football fans

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dc.contributor.author Biscaia, Rui
dc.contributor.author Correia, Abel
dc.contributor.author Ross, Stephen
dc.contributor.author Rosado, António
dc.date.accessioned 2015-12-07T11:21:39Z
dc.date.available 2015-12-07T11:21:39Z
dc.date.issued 2014
dc.identifier.citation Biscaia, R., Correia, A., Ross, S., & Rosado, A. (2014). Sponsorship effectiveness in professional sport: an examination of recall and recognition among football fans. International Journal of Sports Marketing and Sponsorship, 16(1), 7-23. spa
dc.identifier.issn 14646668
dc.identifier.uri http://hdl.handle.net/11268/4660
dc.description.abstract This research aims to examine football fans’ awareness of their team sponsors and to compare sponsorship awareness between season ticket holders and casual spectators. Data was collected from among fans of a professional football team and results revealed that spectators recall ‘top of mind’ those sponsors with their logo displayed on the team shirts. Thus, being visible from the stadium stands is important to ensure recall rates. Fans are typically able to properly recognise sponsors and non-sponsors of their team. However, some competitor brands engaged in football sponsorship are incorrectly recognised as sponsors of a team. Finally, the number of brands recalled and recognised correctly by season ticket holders is significantly higher than for casual spectators. The research findings, managerial implications, limitations and future research directions are discussed. spa
dc.description.sponsorship SIN FINANCIACIÓN spa
dc.language.iso eng spa
dc.title Sponsorship effectiveness in professional sport: an examination of recall and recognition among football fans spa
dc.type article spa
dc.description.impact 0.324 JCR (2014) Q4, 41/43 Hospitality, leisure, sport & tourism spa
dc.rights.accessRights openAccess spa
dc.subject.uem Fútbol spa
dc.subject.uem Patrocinio spa
dc.subject.uem Marketing spa
dc.subject.unesco Deporte spa
dc.subject.unesco Marketing spa
dc.subject.unesco Economía spa
dc.description.filiation UEP spa
dc.peerreviewed Si spa


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