Grohs, Reinhard; Wagner, Udo; Vsetecka, Sabine - In: Schmalenbach Business Review (sbr) 56 (2004) 2, pp. 119-138
awareness and image transfer in sport sponsorships in two ways. As a means of reducing the danger of ambush marketing, we … model that assesses image transfer in sport sponsorships. We find support for a basic level of image transfer for all …