Vance, Leonard; Raciti, Maria M.; Lawley, Meredith - In: Corporate Communications: An International Journal 21 (2016) 4, pp. 483-499
Purpose Sponsorship can be an effective strategic marketing tool yet it attracts criticism as a corporate indulgence shaped by the personal interests of senior executives. While research into the outcomes of sponsorship is extensive, the practices involved in sponsorship selections have been...