Fransen, Marieke L; Rompay, Thomas J. L. van; Muntinga, … - In: International Journal of Sports Marketing and Sponsorship 14 (2013) 2, pp. 37-50
This quasi-experimental field study examines whether companies can improve the effectiveness of their sponsorship investments by creating a brand experience. Data were collected among participants of a sponsored marathon. During this event participants had the opportunity to engage in an...