Article
08 July 2014
Published
Emerald
10.1108/ejm-03-2012-0140
10.1108/EJM-03-2012-0140
0309-0566
Newcastle University
Woisetschläger, D. M., Haselhoff, V. J., & Backhaus, C. (2014). Fans’ resistance to naming right sponsorships: Why stadium names remain the same for fans. European Journal of Marketing, 48(7/8), 1487-1510. https://doi.org/10.1108/ejm-03-2012-0140
Visiting ProfessorBusiness School
C.Backhaus@napier.ac.uk