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An Analysis Of Sponsorship Recall During Gay Games Iv, Brenda Pitts
An Analysis Of Sponsorship Recall During Gay Games Iv, Brenda Pitts
Kinesiology Faculty Publications
The purpose of this study was to determine if people attending the Gay Games could accurately identify the official sponsors. Sponsorship recall methodology was used, and a survey specific to the Gay Games was developed. Respondents included 182 people who identified them selves as a Gay Games athlete, spectator, or worker. Results were varied but showed an unusually high recall rate of the sponsors. Additionally, in relation to participant attitude toward the sponsors, the results showed a comparatively strong attitude toward new loyalty to a company or product as a result of the company's involvement in the Games: Ninety-two and …