Rules of engagement : a discrete choice analysis of sponsorship decision making
Margaret A. Johnston; Neil Paulsen
| Year of publication: |
2014
|
|---|---|
| Authors: | Johnston, Margaret A. ; Paulsen, Neil |
| Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 30.2014, 7/8, p. 634-663
|
| Subject: | sponsorship value | marketing decision making | sponsorship fit | sponsorship duration | business raltionship satisfaction | discrete choice analysis | Sponsoring | Sponsorship | Entscheidung | Decision | Diskrete Entscheidung | Discrete choice | Marketingmanagement | Marketing management |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010375847