Modeling the effects of sponsorship-linked marketing : when does memory matter?
Year of publication: |
2017
|
---|---|
Authors: | DeGaris, Laurence ; Kwak, Dae Hee ; McDaniel, Stephen R. |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 23.2017, 2, p. 320-339
|
Subject: | event experience | sponsorship | sponsorship effectiveness | sponsorship-linked marketing | Sponsoring | Sponsorship | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects |
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