The role of involvement in sports and sport spectatorship in sponsor's brand use : the case of mountain dew and action sports sponsorship
Year of publication: |
2009
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Authors: | Bennett, Gregg ; Ferreira, Mauricio ; Lee, Jaedeock ; Polite, Fritz |
Published in: |
Sport marketing quarterly : preferred journal of the Sport Marketing Association. - Morgantown, W Va. : Fitness Information Technology Inc., ISSN 1061-6934, ZDB-ID 1180282-0. - Vol. 18.2009, 1, p. 14-24
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Subject: | Sportmarketing | Sports marketing | Markenführung | Brand management | USA | United States |
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