Exploring the Effect of TV Sponsorship on Sponsor Brand Commitment in an Emerging Economy
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More about this item
Keywords
emerging economy; TV sponsorship; consumer-brand identification; sponsor brand commitment;All these keywords.
JEL classification:
- M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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