Cho, Sungho; Lee, Minyong; Yoon, Taeyeon; Rhodes, Charles - In: International Journal of Sport Finance 6 (2011) 4, pp. 335-353
Diverse notions on the effectiveness of sport sponsorship have been discussed to some degree in literature on consumer psychology and shareholder wealth. However, there is little investigation on a micro-level that provides empirical evidence for financial returns resulting from sponsorship. In...