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.
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Paper provided by Groupe de recherche en économie financière et en gestion des entreprises, Universite Nancy 2 in its series Papers with number
2000-8.
Length: 19 pages Date of creation: 2000 Date of revision: Handle: RePEc:fth:grefge:2000-8
Contact details of provider: Postal: Universite Nancy 2. Groupe de recherche en économie financière et en gestion des entreprises. Pole Lorrain de Gestion. 13, rue Michel Ney. 54037 Nancy CEDEX France. Phone: 03.83.39.63.91 Fax: 03.83.39.63.90 Email: Web page: http://www.univ-nancy2.fr/CEREFIGE/ More information through EDIRC
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