The effect of field and/or television sponsorship on respondent's unaided recall and aided recall (recognition) of sponsors' names was explored by means of a laboratory experiment. Findings are discussed with reference to respondents' involvement with a sport. © 2001 John Wiley & Sons, Inc.

An experimental study conducted in Europe examined the effects of two types of sponsorship activities, on-site sponsorship and televised broadcast sponsorship announcements, undertaken by basketbali sponsors. A series of videos provided a variety of treatment exposures to four groups of young subjects, the usuai target audience of basketball. The study revealed that the synergy often assumed between on-site sponsorship and teievision broadcast sponsorship does not exist. Furthermore, the main effect of either method were found to differ for each of the two sponsors of contrasted market prominence invoived in the study.

Cet article a pour objectif de dégager une proposition de définition précisant les frontières conceptuelles du parrainage au départ de ses attributs discriminants. Après avoir justifié l'intérêt d'une telle proposition, les auteurs isolent systématiquement les éléments permettant de cerner la nature propre du parrainage au départ d'un bilan critique des définitions publiées depuis vingt ans et illustrent leur démarche par une série d'exemples.

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