Strategic sponsoring in professional sport: a review and conceptualization

Research question: While the literature on sponsorship of sport has gained interest among scholars in diverse fields such as management, marketing, and psychology in recent years, scant attention has been paid to the extent in which sponsoring may serve as a strategic lever that is mutually benefici...

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Veröffentlicht in:	European sport management quarterly 2015-05, Vol.15 (3), p.271-300
Hauptverfasser:	Demir, Robert, Söderman, Sten
Format:	Artikel
Sprache:	eng
Schlagworte:	professional sport RBV regime sponsorship strategy
Online-Zugang:	Volltext
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