Focus on Brand Choice: Assessing the Behavioral Response to Sponsorship-Linked Communication
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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… read more here.
Keywords: behavioral response; brand choice; response sponsorship; brand ... See more keywords