Clever or foolish? Playing with the rivalry in leveraging sports sponsorships of SMEs

This article explores the significance of sports sponsorships by small- and medium-sized enterprises (SMEs). Due to limited resources, and the high-intensity competition among sponsors for the recipient’s attention, SMEs have to look for alternative ways to exploit the potential of their sponsorship...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	International small business journal 2022-02, Vol.40 (1), p.47-67
Hauptverfasser:	Walzel, Stefan, Nowak, Gerhard
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitudes Brands Corporate sponsorship Research design Residents Small & medium sized enterprises-SME Sponsorship Sports Sports fans Team sports Teams
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!