search query: @author Morgan, A.G. / total: 1
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| Author: | Miyazaki, A.D. Morgan, A.G. |
| Title: | Assessing market value of event sponsoring: corporate olympic sponsorships |
| Journal: | Journal of Advertising Research
2001 : JAN-FEB, VOL. 41:1, p. 9-15 |
| Index terms: | EVENT STUDIES MARKETING SPONSORSHIP SPORTS INDUSTRY |
| Language: | eng |
| Abstract: | While the use of event sponsoring, particularly in the form of sports-related sponsorships, is growing at an increasing rate, marketers have had difficulties assessing the value of such advertising strategies. The present research addresses this valuation dilemma by employing event study analysis, a technique common to the finance discipline. |
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