Sponsorship-Linked Marketing: Introduction to Topics

被引：6

作者：

Cornwell, T. Bettina ^{[1
,2
]}

Kwak, Dae Hee ^{[3
]}

机构：

[1] Univ Oregon, Dept Mkt, Lundquist Coll Business, Eugene, OR 97403 USA

[2] Univ Oregon, Warsaw Sports Mkt Ctr, Lundquist Coll Business, Eugene, OR 97403 USA

[3] Univ Michigan, Dept Kinesiol, Michigan Ctr Sport Management, Ann Arbor, MI 48109 USA

来源：

JOURNAL OF SPORT MANAGEMENT | 2015年 / 29卷 / 02期

关键词：

D O I：

10.1123/JSM.2015-0055

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Sponsorship of sport has developed over the past three decades to become a worldwide communications platform, a motivator for relationship building, and an omnipresent aspect of consumer experience for many. While it has been and continues to be a funding mechanism for sport, it is the evolution and metamorphosis of sponsorship-linked marketing that delivers endless research topics as sponsoring evolves dynamically. © 2015 Human Kinetics, Inc.

引用

页码：133 / 136

页数：4

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