Ali, Czafrann; Cornwell, T. Bettina; Nguyen, Doan; … - In: International Journal of Sports Marketing and Sponsorship 7 (2006) 2, pp. 21-30
Despite the now well developed use of sponsorship linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity...