Does marketing capability matter in determining the effectiveness of sport sponsorships

49 p. ; Includes bibliographical references (pp. 33-38). ; "February 22, 2017. "The authors would like to thank the participants of the 2016 4th Canadian ET Symposium on Marketing Strategy in Banff, Alberta as well as that of McMaster University’s Marketing BBL research seminar series, for comments and feedback on earlier versions of the paper. This research has also benefited from a research grant to Sourav Ray from the Social Sciences and Humanities Research Council (SSHRC) of Canada.