Cornwell, T. Bettina; Relyea, George E. - In: International Journal of Sports Marketing and Sponsorship 2 (2000) 2, pp. 39-55
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...