Sponsorship return on investment

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.

Assessing the effectiveness of sponsorship messaging: measuring the impact of congruence through electroencephalogram,Determinants of viewer attention in concurrent event sponsorship,Examining confirmation biases: implications of sponsor congruency,Official sports sponsorship fortress vs ambush marketing attack: investigating the impact on implicit and explicit brand knowledge,Sponsoring of professional cycling: What does it mean for stock prices?,The moderating effect of identification on return on investment from sponsor brand integration,Trends in sport sponsorship evaluation and measurement: insights from the industry

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