Abstract
In marketing, sponsorship has been considered as an essential marketing strategy and communication tool. Despite the continued growth of sponsorship research relative to the effectiveness of sponsorship in marketing, a number of sponsorship factors, its effects, and the individual information-processing mechanics remain unexplored. The current research extends on previous conceptual work and incorporates a number of controllable and uncontrollable sponsorship factors such as antecedent factors, mediating factors, market, and personality factors. This paper reviews the literature on sponsorship and presents a commentary to inform future research and development of a comprehensive conceptual model for sponsorship effects.
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