Sponsorship in focus: a typology of sponsorship contexts and research agenda

Volume: 39, Issue: 2, Pages: 213 - 233
Published: Aug 12, 2020
Abstract
Purpose Sponsorship has become an important marketing activity. However, research on the topic treats the sponsorship context, characterized according to the type of sponsored property and the social role of these properties, as a stable characteristic or as a dichotomous characteristic within empirical studies. Therefore, the authors outline a multi-level typology of the different types of sponsorship contexts to account for traditional types...
Paper Details
Title
Sponsorship in focus: a typology of sponsorship contexts and research agenda
Published Date
Aug 12, 2020
Volume
39
Issue
2
Pages
213 - 233
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