The effects of the type of audience, involvement, interest and socio-demographic variables on sponsor recall: the soccer African Nations Cup

Abstract

The main objective of this research was to measure the effects on sponsor recall1 at the soccer African Nations Cup (ANC) in Tunisia in 2004. This quantitative investigation used a sample of 308 people who watched the event on television and/or in the stadium. The research demonstrates that there was indeed an effect by type of audience and other variables.

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