Sponsorship: perspectives on its strategic role

Author:

Dolphin Richard R.

Publisher

Emerald

Subject

Organizational Behavior and Human Resource Management,Industrial relations

Reference70 articles.

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2. Abratt, R. and Grobler, T. (1989), “The evaluation of sports sponsorship”,International Journal of Advertising, Vol. 8 No. 4, pp. 351‐62.

3. Amis, J. et al. (1997), “Achieving a sustainable competitive advantage: a resource based view of sports sponsorship”,Journal of Sport Management, Vol. 11 No. 1, pp. 80‐96.

4. Armstrong, C. (1988), “Sports sponsorship: a case study approach to measuring its effectiveness”,European Research, May, Vol. 16 No. 2, pp. 97‐103.

5. Ashill, N.J. et al. (2001), “Consumer attitudes towards sponsorship: a study of a national sports event in New Zealand”,Sports Marketing and Sponsorship, December/January, pp. 291‐310.

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