Implicit sponsorship effects for a prominent brand

Purpose – This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a prominent brand to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor. Design/methodology/approach – A field study involved 1,084 visitors to a tennis tournament. For the control group ( n =276), the interviews took place...