The hidden factors behind sponsorship and image transfer : considerations for bilateral image transfer among sponsors and events
Year of publication: |
June 2016
|
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Authors: | Prendergast, Gerard P. ; Paliwal, Aishwarya ; Mazodier, Marc |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 56.2016, 2, p. 132-135
|
Subject: | Sponsoring | Sponsorship | Veranstaltung | Event | Markenimage | Brand image | Markentransfer | Brand extension | Guerilla-Marketing | Guerilla marketing |
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