Purpose – The objective of this article is to explore the general idea that there is a limit to the extent to which consumers make goodwill assumptions when sponsorship is used in combination with advertising. Design/methodology/approach – An experiment was conducted where the number of...

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...