Hansen, Flemming; Martensen, Anne; Riis Christensen, Sverre - In: International Journal of Sports Marketing and Sponsorship 7 (2005) 1, pp. 69-74
This paper reports findings from a larger study of sponsors and their relationships to sponsored parties. Rather than evaluating such sponsorships in traditional cognitive and conscious effect hierarchical terms, a conceptual Sponsor Value Model is specified as a structural equation model...