Moital, Miguel; Whitfield, Julie; Jackson, Caroline; … - In: International Journal of Contemporary Hospitality Management 24 (2012) 2, pp. 289-311
Purpose – This paper aims to examine event sponsorship decision making by the Indian drinks industry, comparing the non‐alcoholic and alcoholic drinks sectors. Design/methodology/approach – Data regarding event sponsorship activity, perceptions of event sponsorship, motives to sponsor,...