The effect of sponsorship portfolio size on brand choice : an experimental approach
Year of publication: |
2021
|
---|---|
Authors: | Breuer, Christoph ; Dallmeyer, Sören ; Rumpf, Christopher ; Orlowski, Johannes |
Published in: |
Applied economics. - New York, NY : Routledge, ISSN 1466-4283, ZDB-ID 1473581-7. - Vol. 53.2021, 10, p. 1200-1211
|
Subject: | Brand choice | Economic efficiency | Portfolio size | Sponsorship | Portfolio-Management | Portfolio selection | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Sponsoring |
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