Original paper
Game on: do children absorb sports sponsorship messages?
Abstract
It is likely that there are substantial subconscious effects of organizations’ efforts to associate their products with sport via sponsorships, but most research methods are unable to capture these effects. The present study employed a novel projective technique to explore children's implicit associations between popular sports and a range of sports sponsors.Children participated in an activity using magnets bearing the logos of numerous sports...
Paper Details
Title
Game on: do children absorb sports sponsorship messages?
Published Date
Jan 11, 2013
Journal
Volume
16
Issue
12
Pages
2197 - 2204
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Notes
History