Graduate Research Papers
Availability
Open Access Graduate Research Paper
Abstract
Sponsorship of sports, arts and cultural events has increased dramatically over the past decade. Considering that corporate sponsorship is a mainstream marketing communication tool, it has been increasingly important to gauge the relative effectiveness of sponsorship in a marketing context. A better understanding of sponsorship is essential to property owners and potential sponsors. Studies conducted on sponsorship were grouped, examined and synthesized using the following underlying elements: objectives of sponsorship, theoretical frameworks of how sponsorship works, evaluation of sponsorship effectiveness, and factors influence the effect. On the basis of this analysis, guidance for sponsorship management and future research are provided.
Year of Submission
2006
Degree Name
Master of Arts
Department
Division of Leisure, Youth and Human Services
First Advisor
Samuel Lankford
Date Original
2006
Object Description
1 PDF file (55 pages)
Copyright
©2006 Xiaoyan Su
Language
en
Recommended Citation
Su, Xiaoyan, "Understanding the Effectiveness of Sponsorship: A Review of Literature" (2006). Graduate Research Papers. 4209.
https://scholarworks.uni.edu/grp/4209
Comments
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