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An International Review of Sponsorship Research

An International Review of Sponsorship Research Abstract Corporate sponsorship of sports, arts, and cultural events has increased dramatically over the past decade. Still, academic research on sponsorship as a promotional tool has been sparse. The authors offer a cross-disciplinary review of research conducted on sponsorship worldwide. Five research streams—nature of sponsorship, managerial aspects of sponsorship, measurement of sponsorship effects, strategic use of sponsorship, and legal/ethical considerations in sponsorship—are examined and critically assessed. On the basis of that analysis, theoretical frameworks are provided to guide future research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Advertising Taylor & Francis

An International Review of Sponsorship Research

Journal of Advertising , Volume 27 (1): 21 – Mar 1, 1998
21 pages

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References (53)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1557-7805
eISSN
0091-3367
DOI
10.1080/00913367.1998.10673539
Publisher site
See Article on Publisher Site

Abstract

Abstract Corporate sponsorship of sports, arts, and cultural events has increased dramatically over the past decade. Still, academic research on sponsorship as a promotional tool has been sparse. The authors offer a cross-disciplinary review of research conducted on sponsorship worldwide. Five research streams—nature of sponsorship, managerial aspects of sponsorship, measurement of sponsorship effects, strategic use of sponsorship, and legal/ethical considerations in sponsorship—are examined and critically assessed. On the basis of that analysis, theoretical frameworks are provided to guide future research.

Journal

Journal of AdvertisingTaylor & Francis

Published: Mar 1, 1998

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