Rules of engagement : a discrete choice analysis of sponsorship decision making
Year of publication: |
2014
|
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Authors: | Johnston, Margaret A. ; Paulsen, Neil |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 30.2014, 7/8, p. 634-663
|
Subject: | sponsorship value | marketing decision making | sponsorship fit | sponsorship duration | business raltionship satisfaction | discrete choice analysis | Sponsoring | Sponsorship | Diskrete Entscheidung | Discrete choice | Entscheidung | Decision |
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