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Less "sponsorship as advertising" and more sponsorship-linked marketing as authentic engagement
Cornwell, T. Bettina
- In:
Journal of advertising
48
(
2019
)
1
,
pp. 49-60
Persistent link: https://www.econbiz.de/10012201393
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Shared brand equity
Cornwell, T. Bettina
;
Humphreys, Michael S.
;
Kwon, Youngbum
- In:
Journal of advertising
52
(
2023
)
3
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pp. 311-329
Persistent link: https://www.econbiz.de/10014305443
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