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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| 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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| Thư viện lưu trữ: | Thư viện Trường Đại học Đà Lạt |
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