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"I support your team, support me in turn!" : the driving role of
consumers
'
affiliation
with
the
sponsored
entity
in explaining behavioral effects of sport sponsorship leveraging a...
Herrmann, Jean-Luc
;
Kacha, Mathieu
;
Derbaix, Christian
- In:
Journal of business research : JBR
69
(
2016
)
2
,
pp. 604-612
Persistent link: https://www.econbiz.de/10011436011
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