Corporate Marketing: Campaigns and Sponsorship
Author:
Publisher
Springer International Publishing
Link
https://link.springer.com/content/pdf/10.1007/978-3-030-44556-0_21
Reference10 articles.
1. Burton, N. (2019). Exploring user sentiment towards sponsorship and ambush marketing. International Journal of Sports Marketing and Sponsorship, 20(4), 583–602.
2. Cahill, J., & Meenaghan, T. (2013). Sponsorship at O2: The belief that repaid. Psychology & Marketing, 30(5), 431–443.
3. Cornwell, T. B. (2019). Less ‘sponsorship as advertising’ and more sponsorship-linked marketing as authentic engagement. Journal of Advertising, 48(1), 49–60.
4. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
5. Menon, S., & Kahn, B. E. (2001). Corporate sponsorships of philanthropic activities: Do they help the sponsor? Social Marketing Quarterly, 7(3), 76–79.
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