Sport Sponsorship Match-Up Effect on Consumer Based Brand Equity: An Application of the Schematic Information Process
There has not been a great deal of research undertaken to explore the impact of sport sponsorship on consumer behavior despite the increased use of sport sponsorship to reach various market segments. The majority of the research has focused on issues pertaining to the firms, such as the setting of s...
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| Format: | Others |
| Language: | English English |
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Florida State University
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| Online Access: | http://purl.flvc.org/fsu/fd/FSU_migr_etd-7174 |