Title: Exploring the effect of communication channels on sponsorship effectiveness: a case study of Super Bowl XLII

Authors: Yun Seok Choi, Taeho Yoh

Addresses: Division of Kinesiology, Health, and Sport Studies, Wayne State University, 266 Matthaei Building, Detroit, MI 48202, USA. ' Southern Illinois University, 114 Davies Hall, Carbondale IL, 62901, USA

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.

Keywords: sponsorship effectiveness; sport sponsorship; brand awareness; communication channels; event-sponsor fit; purchase intention; sport marketing; Super Bowl; American football; TV; television; internet; NFL.

DOI: 10.1504/IJSMM.2011.040258

International Journal of Sport Management and Marketing, 2011 Vol.9 No.1/2, pp.75 - 93

Available online: 22 May 2011 *

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