Effects of sponsorship quality and quantity on employee brand behavior

Author:

Batt Verena,Holzer Matthias,Bruhn Manfred,Tuzovic SvenORCID

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Strategy and Management

Reference88 articles.

1. Aaker, D.A. 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.

2. Acito, F. 1980. Employee attitudes toward advertising. Journal of Business Research 8(4): 525–540.

3. Alexandris, K., E. Tsaousi, and J. James. 2007. Predicting sponsorship outcomes from attitudinal constructs: The case of a professional basketball event. Sport Marketing Quarterly 16(3): 130–139.

4. Aziz, A. 2020. IEG Releases State Of The Sponsorship Industry Report. Forbes, May 7, https://www.forbes.com/sites/afdhelaziz/2020/05/07/ieg-releases-state-of-the-sponsorship-industry-report. Accessed 10 March 2021.

5. Bagozzi, R.P., and Y. Yi. 1988. On the evaluation of structural equation models. Journal of the Academy of Marketing Science 16(1): 74–94.

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