The effect of sponsorship portfolio size on brand choice : an experimental approach
Christoph Breuer, Sören Dallmeyer, Christopher Rumpf and Johannes Orlowski
| Year of publication: |
2021
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|---|---|
| Authors: | Breuer, Christoph ; Dallmeyer, Sören ; Rumpf, Christopher ; Orlowski, Johannes |
| Published in: |
Applied economics. - New York, NY : Routledge, ISSN 1466-4283, ZDB-ID 1473581-7. - Vol. 53.2021, 10, p. 1200-1211
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| Subject: | Brand choice | Economic efficiency | Portfolio size | Sponsorship | Sponsoring | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Portfolio-Management | Portfolio selection | Theorie | Theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/00036846.2020.1834500 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012425459