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Hervorgehend aus der zentralen Bedeutung der Zielsetzung des Transfers von positiven Einstellungsmerkmalen auf die Sponsorenmarke widmet sich die Sponsoringstudie 2012 speziell den folgenden Fragestellungen: 1. Welche Potenziale bieten die Vereine ihren Sponsoren hinsichtlich eines positiven...
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Betrachtung der Markenwahrnehmung der Fußball-Bundesligisten
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From a public finance perspective, the article discusses alternative allocation policies for public broadcasting. Referring to a scheme for the optimal procurement of public goods two solutions are shown to be optimal, depending on the initial situation: Assuming a public service mission, public...
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While existing literature acknowledges positive effects of satisfaction and economic switching barriers for building customer loyalty, studies analyzing interactions of these antecedents reveal mixed findings. Prior research does not consider, as antecedents of switching barriers, either habits...
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