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Sponsorship leverage and its effects on brand image

Although leveraging is not the sponsor's responsibility, substantial numbers of research concluded that sponsorship effectiveness is highly related to the activeness of sponsors to leverage their investment. Because corporation image is perceived by the level of activities it involves in the ma...

书目详细资料
发表在:	Theory and Practice in Hospitality and Tourism Research - Proceedings of the 2nd International Hospitality and Tourism Conference 2014
主要作者:	2-s2.0-84907326224
格式:	Conference paper
语言:	English
出版:	CRC Press/Balkema 2015
在线阅读:	https://www.scopus.com/inward/record.uri?eid=2-s2.0-84907326224&doi=10.1201%2fb17390-29&partnerID=40&md5=a857abd4f64cfe4d5871bcbe9d10d2dd

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