T. Bettina Cornwell sponsorship of sports, arts, and charitable events is a mainstream
marketing activity no longer in need of extensive introduction or justification. there is …

This article extends and updates an existing review of 80 Anglo-Saxon studies on
sponsorship published prior to 1996 with contributions of European origin (66 additional …

Corporations sponsoring causes may hope to create the appearance of" good citizenship."
Using attribution theory, the authors develop and test a cognitive explanation of sponsorship …

This article offers a framework for understanding the effects of commercial sponsorship on
consumers. It defines and explores certain tenets essential to understanding sponsorship …

Sponsorship of sports, arts, and causes has become a mainstream marketing
communications tool. A great deal of fieldwork has attempted to gauge the relative …

Dieses Buch zeigt die vielfältigen Einsatzmöglichkeiten des Sponsoring als Baustein einer
Integrierten Kommunikation auf. Die Unterschiede zwischen Sponsoring in den Bereichen …

Strategic Sport Communication, Third Edition, presents a comprehensive examination of the
evolving field of sport communication. With a complete approach to the multifaceted and …

Sponsorship activities have become a mainstream component of the marketing mix. As
such, there are attempts to make these activities more effective by leveraging them using …

Sponsorship of sports, arts or events can be a powerful form of marketing communication for
businesses and organizations. This new edition of Sponsorship in Marketing introduces the …

Traditional sport organizations and their sponsors are beginning to embrace esports, but the
effectiveness of non-endemic sponsorships in esports remains uncertain. Esports …