The effects of the type of audience, involvement, interest and socio-demographic variables on sponsor recall [Ressource électronique] : the soccer African nations cup

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. [ABSTRACT FROM AUTHOR] Copyright of International Journal of Sports Marketing & Sponsorship is the property of International Marketing Reports Ltd. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)