Authors
Kirk L Wakefield
Publication date
2012/4/1
Journal
Event Management
Volume
16
Issue
2
Pages
143-155
Publisher
Cognizant Communication Corporation
Description
Prior sponsorship research has focused almost entirely upon accurate recall and recognition
of sponsors of events. This emphasis on awareness belies the fact that the primary sponsors
of national and international events already possess high brand recognition and instead
seek higher level communication goals (preference and retention) from sponsorships.
Audience data from two studies (an American football match and a 3-day motorsports event)
demonstrate the psychological processes by which audiences are engaged through ...