Imperial College London

Investigating the Effects of Internet and Traditional Sponsorships on Consumer Behaviour

This paper is intended as a follow up to Rodgers, S. (2003) The Effects of Sponsor Relevance on Consumer Reactions to Internet Sponsorships. Since the work was published in the Journal of Advertising five years ago, much has been written in regards to internet sponsorship and the effectiveness of sponsorship in relation to formulating the best colours, types, and places. Most of the work carried out, including the initial study carried out by Rodgers have been psychological experiments carried out in computer labs. However, no one has yet tested long term effects of sponsorship.
Rodgers points out a number of limitations and suggestions for further study. She concludes that a logical next step to the research would be to investigate the effects of Internet and Traditional Sponsorship on Consumer Behaviour.

Objectives
This work seeks to investigate the effects of Internet and Traditional Sponsorship on Consumer Behaviour.