Residual Brand Awareness Following the Termination of a Long‐term Event Sponsorship and the Appointment of a New Sponsor

摘要: This study examined brand awareness after a change in sponsor and audience perceptions about the sponsors event before change. A survey of at surfing was conducted. The findings were that original maintained high levels with audience, particularly previously sponsored event, thereby supporting proposition long‐term sponsorship supports awareness. Secondly, research found does not necessarily lead to changes respondents' event. Thirdly, showed there mismatch values whereas current had closer match event's values. Sponsorships fairly frequently it would be interest know extent which benefits continue accrue they have stopped sponsoring an Since almost no has been carried out on residual awaren...