An investigation of match-up effects in
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Stephen R. McDaniel
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Article
📅
1999
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John Wiley and Sons
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English
⚖ 231 KB
👁 2 views
Statistics show that sponsorship of sports and other events is one of the fastest growing areas of promotion (Ukman, 1995), but the importance of this persuasion strategy is not reflected in the amount of attention it has received in the marketing literature. Although some research has been done in