Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects
Author:
Affiliation:
1. Mercer University, Macon, Georgia, USA
2. Baylor University, Waco, Texas, USA
3. Dartmouth College, Hanover, New Hampshire, USA
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/00913367.2020.1751011
Reference163 articles.
1. Dimensions of Brand Personality
2. How Does Wall Street React to Global Sports Sponsorship Announcements?
3. Brand Experience on the Pitch: How the Sponsors Fared in the World Cup
4. Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
5. And Now, A Word from Our Sponsor--A Look at the Effects of Sponsored Content and Banner Advertising
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