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

By: Gross, Philip.
Material type: materialTypeLabelBookSeries: Strategie, Marketing und Informationsmanagement. Publisher: London Springer 2015Description: 349p.ISBN: 9783658072506.Subject(s): Corporate Sponsorship - Industrial ManagementDDC classification: 659.285
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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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