Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance

​Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet this practice leaves a valuable part of a sponsorship alliance unexploited....

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Autor principal: Gross, Philip
Formato: Livro
Idioma:English
Publicado em: Springer 2015
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Acesso em linha:https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59514
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