Managing a sponsored brand : the importance of sponsorship portfolio congruence
Year of publication: |
2012
|
---|---|
Authors: | Groza, Mark D. ; Cobbs, Joe ; Schaefers, Tobias |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 31.2012, 1, p. 63-84
|
Subject: | Sponsoring | Sponsorship | Sportmarketing | Sports marketing | Markenimage | Brand image | Werbewirkung | Advertising effects |
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