Awareness as a measure of sponsorship effectiveness: the Adelaide Formula One Grand Prix and evidence of incidental ambush effects

摘要: In a study of the Adelaide Formula One Grand Prix, number hypotheses relating to corporate objectives and management practices as well consumers' perceptions sponsors were tested. The results from survey three-wave consumer showed that, expected, rated awareness highly but that they often failed measure performance on this dimension adequately. sponsors' names, respondents' attendance event time all found influence significantly both unaided aided consumers with little or no interaction effects. Significantly, there was evidence non-sponsors may also gain in terms be result genuine mistaken attribution, thus suggesting incidental ambush effects exist.