Schlesinger, Ma. Walesska; Herrera, Alejandro Alvarado; … - In: Cuadernos de Gestión 12 (2012) 02, pp. 59-76
Sports sponsorship has increased notably during the last years being used by brands not only as a key tool of their marketing communications but even their market positioning. This research analyzes the influence of sports spectator's involvement to motorcycling -specifically MotoGP- in...