“I support your team, support me in turn!”: The driving role of consumers' affiliation with the sponsored entity in explaining behavioral effects of sport sponsorship leveraging activities
| Autor: | Herrmann, Jean-Luc, Kacha, Mathieu, Derbaix, Christian |
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| Zdroj: | In Journal of Business Research February 2016 69(2):604-612 |
| Databáze: | ScienceDirect |
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