search query: @author Pruitt, S.W. / total: 2
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| Author: | Cornwell, T.B. Pruitt, S.W. Ness, R. Van |
| Title: | The value of winning in motorsports: sponsorship-linked marketing |
| Journal: | Journal of Advertising Research
2001 : JAN-FEB, VOL. 41:1, p. 17-31 |
| Index terms: | MARKETING STRATEGY MOTOR VEHICLES INDUSTRY SPONSORSHIP SPORTS INDUSTRY |
| Language: | eng |
| Abstract: | This study presents an analysis of the share-price impact of sponsoring the drivers in the Indianapolis 500 mile race to assess the value of motorsports victories and participation within a firm's sponsorship-linked marketing strategy. |
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