Beyond brand exposure: measuring the sponsorship halo effect
Year of publication: |
2016
|
---|---|
Authors: | Vance, Lenny ; Raciti, Maria M. ; Lawley, Meredith |
Published in: |
Measuring Business Excellence. - Emerald Group Publishing Limited, ISSN 1758-8057, ZDB-ID 2039437-8. - Vol. 20.2016, 3, p. 1-14
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Sponsorship | Brand awareness | Goodwill | Portfolio evaluation | Halo effect | Sponsorship measurement |
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