ISSN:
0309-0566
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Sports events are a prime place-based medium for promoting a company's brands. This study investigates the demographics, brand recall, and brand preference of spectators at the Ryder golf and Lipton tennis tournaments. The demographic profile of spectators can be valuable information to brand advertisers. The demographics of the spectators at the two tournaments were similar in important respects, although there were (face valid) differences where these might be anticipated. The study indicates that there are differences between spectators' recall of, and preference for, brands sponsoring both the golf and tennis events, or just one of them. The overall correlations between brand recall and brand preference were significantly high in all instances. Implications of similarities and differences between recall and preference with respect to particular brands are discussed.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/03090569910253198
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