Guidelines for sponsorship signaling within socially complex markets
Year of publication: |
2024
|
---|---|
Authors: | Lin, Hsin-Chen ; Bruning, Patrick F. |
Published in: |
Business horizons. - Stamford, Conn. [u.a.] : Jai Press, ISSN 0007-6813, ZDB-ID 2013871-4. - Vol. 67.2024, 1, p. 19-30
|
Subject: | Authentic fit | Signal content | Signal reception | Signaling theory | Sponsorship authenticity | Sponsorship signaling | Signalling | Sponsoring | Sponsorship | Theorie | Theory |
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