Schwaiger, Manfred
Sarstedt, Marko
Taylor, Charles R.
2010
Art for the Sake of the Corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen Help Explore the Effect of Sponsorship on Corporate Reputations

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Definition-sponsorship:
“A frequently used definition of sponsorship is the purchase (in cash or kind) of an association with an event, team, activity, etc., in return for the “exploitable commercial potential linked to that activity” (Meenaghan, 1991, p. 36).”