Bagramian, Ruben; Madill, Judith; O’Reilly, Norm; … - In: International Journal of Sports Marketing and Sponsorship 20 (2019) 2, pp. 206-223
Purpose: The purpose of this paper is to empirically test O’Reilly and Madill’s (2012) process model to assess social marketing elements of a multi-year partnership between Coca-Cola Canada and a physical activity microgrant program, known as Teen Challenge, managed by ParticipACTION, a...