An international review of sponsorship research: extension and update

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 studies) and studies published subsequently (87 additional studies).

An International Review Of Sponsorship Research:

Extension and Update

Bjrn Walliser University of Nancy, Institute of Business Administration

Over the past thirty years, sponsorship has evolved from a smallscale activity in a limited number of industrialised countries to a major global industry (Meenaghan 1998b). Sponsorship is clearly understood as a communications instrument and is therefore considered a commercial investment. The range of sponsored activities has increased steadily. While sports and, to a much lesser extent, the arts remain the most important areas, social and environmental sponsorship have gained in importance. The growth of broadcast sponsorship is another...

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