The company you keep: Brand image transfer in concurrent event sponsorship
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DOI: 10.1016/j.jbusres.2019.03.022
Abstract: Abstract Despite the ubiquity of concurrent sponsorship situations in practice, the interplay of simultaneously visible sponsors has received very little attention in the literature to date. Although the presence of concurrently visible brands is often… read more here.
Keywords: concurrent event; sponsorship; transfer; brand ... See more keywords