Searching for the holy grail of sponsorship-linked marketing a comprehensive, generalizable sponsorship retention model

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Bibliographische Detailangaben
Veröffentlicht in:Journal of advertising research
1. Verfasser: Jensen, Jonathan A. (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: 2024
Schlagworte:
balance theory > image transfer > longitudinal data > predictive analytics > proportional hazards model > schema-based affect theory > signaling theory > Sponsorship-linked marketing > sport sponsorship > Aufsatz in Zeitschrift
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