Citation
Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2017). Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions. Journal of Marketing, 81(5), 121-141. https://doi.org/10.1509/jm.16.0082
Authors
Keywords
sponsorship, sports marketing, motives, multilevel field study, field experiment
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