ASSESSING THE EXPLICIT AND IMPLICIT EFFECT OF ATHLETE SPONSORSHIP ON ATTITUDINAL ASSOCIATIONS TOWARD A SPONSOR BRAND
Steffen Schmidt, Matthias Limbach, Sascha Langner, Philipp Reiter
Global Marketing Conference 2016 Global Marketing Conference at Hong Kong (2016.07) p.1735
REACTANCE EFFECTS IN CULTURAL SPONSORSHIPS? INVESTIGATING THE INFLUENCE OF CULTURAL INTEREST ON SPONSOR REPUTATION
Tina Streiff, Sarah Mahr
Global Marketing Conference 2014 Global Marketing Conference at Singapore (2014.07) pp.1585-1589