Sponsorship return on investment
With sponsorship spending surpassing $60 billion on a global basis, more emphasis is being placed on the application of advanced methodological approaches to improve understanding of the returns firms receive from their investment in sponsorship. To that end, within this issue are several innovative, novel papers that break new ground on the topic of sponsorship return on investment. The papers featured in this issue utilize several cutting edge experimental and quantitative approaches in investigations of sponsorship return on investment across various international perspectives, including Germany, Norway, Spain, and the U.S.
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