Vance, Lenny; Raciti, Maria M.; Lawley, Meredith - In: Measuring Business Excellence 20 (2016) 3, pp. 1-14
Purpose Global spending on sponsorship continues to rise and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a...