How the anticipation can be as great as the experience : explaining event sponsorship exhibit outcomes via affective forecasting
Year of publication: |
2014
|
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Authors: | Scheinbaum, Angeline Close ; Lacey, Russell |
Published in: |
Journal of current issues and research in advertising : JCIRA. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 1064-1734, ZDB-ID 1139776-7. - Vol. 35.2014, 2, p. 209-224
|
Subject: | Sponsoring | Sponsorship | Prognoseverfahren | Forecasting model | Event-Marketing | Event marketing | Sportveranstaltung | Sport event |
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