IDEAS home Printed from https://ideas.repec.org/a/cai/rfglav/rfg_163_0045.html
   My bibliography  Save this article

Recherche en parrainage. Quelle évolution et quels résultats ?

Author

Listed:
  • Björn Walliser

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.

Suggested Citation

  • Björn Walliser, 2006. "Recherche en parrainage. Quelle évolution et quels résultats ?," Revue française de gestion, Lavoisier, vol. 163(4), pages 45-58.
    • Handle: RePEc:cai:rfglav:rfg_163_0045
    as

    Download full text from publisher

    File URL: http://www.cairn.info/load_pdf.php?ID_ARTICLE=RFG_163_0045
    Download Restriction: free
    File URL: http://www.cairn.info/revue-francaise-de-gestion-2006-4-page-45.htm
    Download Restriction: free
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Marie-Josèphe Leroux-Sostenes & Emmanuel Bayle, 2019. "The crowdfunding of sport -paving the way to shared sponsorship?," Post-Print hal-02378352, HAL.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cai:rfglav:rfg_163_0045. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Jean-Baptiste de Vathaire (email available below). General contact details of provider: https://www.cairn.info/revue-francaise-de-gestion.htm .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.