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Managers' Use of Sponsorship in Building Brands: Service and Product Firms Contrasted

Donald P. Roy (Assistant Professor of Marketing, University of North Carolina at Pembroke, P.O. Box 1510, Pembroke, NC 28372-1510, USA)

T. Bettina Cornwell (Professor of Marketing, University of Memphis, Memphis, TN 38152, USA)

ISSN: 1464-6668

Article publication date: 1 November 1999

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Roy, D.P. and Cornwell, T.B. (1999), "Managers' Use of Sponsorship in Building Brands: Service and Product Firms Contrasted", International Journal of Sports Marketing and Sponsorship, Vol. 1 No. 4, pp. 33-48. https://doi.org/10.1108/IJSMS-01-04-1999-B004

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