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Growing Brands Through Sponsorship: An Empirical Investigation of Brand Image Transfer in a Sponsorship Alliance

By: Material type: TextTextSeries: Strategie, Marketing und InformationsmanagementPublication details: Springer 2015 LondonDescription: 349pISBN:
  • 9783658072506
Subject(s): DDC classification:
  • 659.285 GRO
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1. Introduction
2. Literature Review and Theoretical Background
3. Conceptual Framework
4. Development of Research Model
5. Research Design and Methodology
6. Hypotheses Testing and Discussion of Results
7. Conclusions and Future Research Directions

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