Exploring Managers’ Perceptions on Sponsorship Relations and Decision Making in the Malaysian B2B Context

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Exploring Managers’ Perceptions on Sponsorship Relations and Decision Making in the Malaysian B2B Context

In a post-pandemic environment, businesses face new challenges in sustaining stakeholder interest due to the ever-changing consumer behaviour trends and a more fragmented media landscape . Achieving sponsorship contracts within this tumultuous financial period due to limited sponsor budget raises un...

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Bibliographic Details
Published in:	Jurnal Komunikasi: Malaysian Journal of Communication
Main Author:	Sharipudin M.-N.S.; Hassim N.; Ayub S.H.; Fam K.-S.; Meekaewkunchorn N.
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2023
Online Access:	https://www.scopus.com/inward/record.uri?eid=2-s2.0-85158875083&doi=10.17576%2fJKMJC-2023-3901-10&partnerID=40&md5=4ebdca3bf9eafa207fd0497e3d6d5be9

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