Improving incongruent sponsorships through articulation of the sponsorship and audience participation

Author： Coppetti Caspar   Wentzel Daniel   Tomczak Torsten   Henkel Sven  

Publisher： Routledge Ltd

ISSN： 1466-4445

Source： Journal of Marketing Communications, Vol.15, Iss.1, 2009-02, pp. : 17-34

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