The Vigor of a Disregarded Ally in Sponsorship: Brand Image Transfer Effects Arising from a Cosponsor

Publisher: John Wiley & Sons Inc

E-ISSN: 1520-6793|742-6046|11|1079-1097

ISSN: 0742-6046

Source: PSYCHOLOGY & MARKETING, Vol.742-6046, Iss.11, 2015-11, pp. : 1079-1097

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Abstract