Measuring the effectiveness of facility naming rights sponsorships
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DOI: 10.1016/j.jbusres.2019.12.036
Abstract: Abstract The findings of this research broadens the theoretical knowledge of facility naming rights/sponsorships by not only confirming prior theoretical models, but by also including the constructs service quality, valence, brand awareness, brand image/identity, and… read more here.
Keywords: naming rights; effectiveness facility; measuring effectiveness; facility naming ... See more keywords