Recherche en parrainage. Quelle évolution et quels résultats ?

Björn Walliser

Revue française de gestion, 2006, vol. 163, issue 4, 45-58

Abstract: This article has as triple objective to present the state of the art of sponsorship research, to trace back the evolution of this research area, and to identify future research avenues. Close to 300 contributions of scientific nature on sponsorship are divided into four research streams (the nature of sponsorship, managerial aspects of sponsorship, analysis of sponsorship effects, and strategic use of sponsorship) and critically evaluated. Although the debate on the conceptual limits of sponsorship has not yet come to an end, this communication instrument seems to become legitimized today through the analysis of its effectiveness as element of an integrated communications strategy.

Date: 2006
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.cairn.info/load_pdf.php?ID_ARTICLE=RFG_163_0045 (application/pdf)
http://www.cairn.info/revue-francaise-de-gestion-2006-4-page-45.htm (text/html)
free

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cai:rfglav:rfg_163_0045

Access Statistics for this article

More articles in Revue française de gestion from Lavoisier
Bibliographic data for series maintained by Jean-Baptiste de Vathaire ().