Modeling the effects of sponsorship-linked marketing : when does memory matter?
Laurence DeGaris, Dae Hee Kwak, and Stephen R. McDaniel
| Year of publication: |
2017
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|---|---|
| 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
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| Subject: | event experience | sponsorship | sponsorship effectiveness | sponsorship-linked marketing | Sponsoring | Sponsorship | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Sportmarketing | Sports marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2016.1267678 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011729559