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

Fawzi Dekhil (Assistant Professor of Marketing Faculty of Economic Sciences and Management Tunis El Manar University, B.P. 248 El Manar II, 2092 Tunis, Tunisia)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 January 2010

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.

Keywords

Citation

Dekhil, F. (2010), "The effects of the type of audience, involvement, interest and socio-demographic variables on sponsor recall: the soccer African Nations Cup", International Journal of Sports Marketing and Sponsorship, Vol. 11 No. 2, pp. 55-72. https://doi.org/10.1108/IJSMS-11-02-2010-B005

Publisher

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Emerald Group Publishing Limited

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