Macdougall, Hannah K.; Nguyen, Sheila N.; Karg, Adam J. - In: Sport Management Review 17 (2014) 1, pp. 78-89
The effectiveness of sponsorship communications, and thereby the success of corporate sponsorship management, is considerably influenced by the multi-faceted, theoretical concept of congruence. In this paper, sponsors’ management approaches to disability sport relationships are presented, as...
