An associative learning account of branding effects of sponsorship
Year of publication: |
2013
|
---|---|
Authors: | Mao, Luke Lunhua ; Zhang, James J. ; Connaughton, Daniel P. ; Holland, Stephen ; Spengler, John O. |
Published in: |
Journal of customer behaviour. - Helensburgh : Westburn, ISSN 1475-3928, ZDB-ID 2163005-7. - Vol. 12.2013, 1, p. 25-51
|
Subject: | Sponsoring | Sponsorship | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Lernpsychologie | Learning psychology | China |
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