Inferring corporate motives : how deal characteristics shape sponsorship perceptions
Year of publication: |
September 2017
|
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Authors: | Woisetschläger, David ; Backhaus, Christof ; Cornwell, T. Bettina |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 81.2017, 5, p. 121-141
|
Subject: | sponsorship | sports marketing | motives | multilevel field study | field experiment | Sponsoring | Sponsorship | Sportmarketing | Sports marketing | Feldforschung | Field research | Motivation | Leistungsmotivation | Work motivation |
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