1、字数：英文 1890 单词， 9845 字符；中文 3187 汉字 出 处 ： Adelabu Omowale,Sanusi Bernice.The Youth, Reality TV Show Sponsorship and Brand Patronage: Any Nexus?JNew Media and Mass Communication.2015,38(1):33-41 外文文献： The Youth, Reality TV Show Sponsorship and Brand Patronage: Any Nexus? Abstract With increasing apathy
2、 to advertising by audience, especially the youth, and the need for organisations to look for way of positioning their products and services to attract new and retain old customers, organisations are turning to reality TV shows sponsorship. Reality TV shows have become one of the most popular shows
3、on television this days. Reality TV programmes is define as programme that film real people as they live out events in their lives, contrived or otherwise, as they occur. With students of Redeemers university as its study population, the study adopts survey design, using questionnaire as data collec
4、tion instrument. A sample of 240 respondents was randomly selected from the population and test instrument administered on them, only 235 pieces of questionnaire were returned and analysed, putting the response rate at 97.9%. The findings showed that brand sponsorship of reality shows does not have
5、any influence on brand patronage. 56.5% of respondents indicated that the effect of brand sponsorship of reality shows on their patronage of the product is neither positive nor negative; rather, it is neutral or inconsequential. This finding showed that the sponsorship of reality TV shows is not sol
6、ely responsible for the increased patronage of the sponsored brand. However, brand sponsorship of reality TV programmes contributes positively to image of the brand, which might ultimately lead to increase patronage. The researcher concludes that sponsorship of reality shows by major brands and organizations might influence peoples perception of the brand positively, but does not necessarily make them patronize the brand. In view of the research findings, it was recommended that organiza
