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- Title
The effects of sports sponsorship: A review and research agenda.
- Authors
Walraven, Merel; Koning, Ruud H.; van Bottenburg, Maarten
- Abstract
Investments in sponsorship strongly increased during the last decades. Therefore, it is valuable to determine which factors determine sponsorship effectiveness. This paper presents a literature review that forms the foundation for the development of an integrated framework of sponsorship outcomes. This paper extends previous conceptual work in that all kinds of sponsorship effects are considered, not only brand equity effects. Furthermore, recent findings and insights are incorporated. It can be concluded that although empirical research on sponsorship's effects advanced, several areas remain unexplored, in particular the effects of sponsorship on the relations between sponsor and stakeholders. Opportunities for further research have been translated in specific research propositions.
- Subjects
EMPIRICAL research; SPORTS sponsorship; INVESTMENTS; LITERATURE reviews; PROPOSITION (Logic); STRUCTURAL frames; BRAND equity
- Publication
Marketing Review, 2012, Vol 12, Issue 1, p17
- ISSN
1469-347X
- Publication type
Article
- DOI
10.1362/146934712X13286274424235