Exploring Managers’ Perceptions on Sponsorship Relations and Decision Making in the Malaysian B2B Context
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DOI: 10.17576/jkmjc-2023-3901-10
Abstract: In a post-pandemic environment, businesses face new challenges in sustaining stakeholder interest due to the ever-changing consumer behaviour trends and a more fragmented media landscape. Achieving sponsorship contracts within this tumultuous financial period due to… read more here.
Keywords: business; sponsorship relations; relations decision; b2b ... See more keywords