An international review of sponsorship research

Author(s): Maignan, I.

Journal/Book: J Advertising. 1998; 27: PO Box 1826, Clemson, SC 29633-1826. Ctc Press/Joa. 1-21.

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.

Note: Review Cornwell TB, Univ Memphis, Fogelman Coll Business & Econ, Memphis,TN 38152 USA

Keyword(s): CORPORATE

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