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Qui a gagne la Coupe du Monde 1998? Determinants et importance de l'association durable des sponsors a l'evenement

Author

Listed:
  • Nanopoulos, P.
  • Walliser, B.

Abstract

Cette etude evalue le niveau de memorisation des principaux sponsors de la Coupe du Monde de football 1998 plusieurs mois apres l'evenement et determine les caracteristiques individuelles qui influencent la qualite de cette memorisation. Les resultats obtenus tendent a confirmer l'existence d'un seuil maximal de memorisation individuel et mettent en evidence, au dela des variables socioeconomiques (age, sexe, interet pour le football), l'effet predominant de la memorisation de l'evenement en lui-meme sur le degre d'association des sponsors a la competition.

Suggested Citation

  • Nanopoulos, P. & Walliser, B., 2000. "Qui a gagne la Coupe du Monde 1998? Determinants et importance de l'association durable des sponsors a l'evenement," Papers 2000-8, Groupe de recherche en économie financière et en gestion des entreprises, Universite Nancy 2.
    • Handle: RePEc:fth:grefge:2000-8
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    More about this item

    Keywords

    CONSOMMATION ; PUBLICITE;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory

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