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...
| Published in: | Theory and Practice in Hospitality and Tourism Research - Proceedings of the 2nd International Hospitality and Tourism Conference 2014 |
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| Main Author: | |
| Format: | Conference paper |
| Language: | English |
| Published: |
CRC Press/Balkema
2015
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-84907326224&doi=10.1201%2fb17390-29&partnerID=40&md5=a857abd4f64cfe4d5871bcbe9d10d2dd |