The rationale behind sponsoring is as varied as the definitions of sponsorship itself. A logical approach to sponsorship decision making would dictate that firms should have clear targets and goals for sponsorship.
Decision-making Processes Surrounding Sponsorship Activities
Hans Mathias ThjømøeNorwegian School of ManagementErik L. OlsonNorwegian School of ManagementandPeggy Simcic BrønnNorwegian School of Management
Despite the impressive growth in sponsorship...