How Event Sponsors Are Really Identified: A (Baseball) Field Analysis - Think your sponsorship works? Think again. Sponsor identification responses, correct or incorrect, often reflect little more than lucky or unlucky plausibility-based educated guesses about which companies are sponsors of an event. These pervasive educated guesses have important implications for what to sponsor and how to ...
| Year of publication: |
2006
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| Authors: | Johar, Gita Venkataramani ; Pham, Michel Tuam ; Wakefield, Kirk L. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 46.2006, 2, p. 183-198
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