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Published in 2018 at "Journal of Sport Management"
DOI: 10.1123/jsm.2017-0294
Abstract: Current knowledge on the behavioral response to sponsorship is to a large degree based on field studies measuring self-reported purchase intentions. In an effort to provide more solid evidence for the impact of sponsorship-linked communication…
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Keywords:
behavioral response;
brand choice;
response sponsorship;
brand ... See more keywords