Exploring the effect of communication channels on sponsorship effectiveness: a case study of Super Bowl XLII
by Yun Seok Choi, Taeho Yoh
International Journal of Sport Management and Marketing (IJSMM), Vol. 9, No. 1/2, 2011

Abstract: The purpose of this study was to examine the effect of two major communication channels (e.g., TV and internet) on the three factors of sponsorship effectiveness, brand awareness, event-sponsor fit, and purchase intention in the Super Bowl 2008. The results of this study revealed that television was a dominant medium for the participants in the study to obtain the information on the Super Bowl. Furthermore, the use of both communication channels in sponsorship activities will be more effective in increasing sponsorship effectiveness than using one communication channel. Finally, event interest, brand awareness, and event-sponsor fit were identified as factors influencing consumers' purchase intension toward the sponsoring brand products.

Online publication date: Sat, 21-Feb-2015

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