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...