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The role of fan benefits in shaping responses to sponsorship activation

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Dreisbach, J., Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2021)

The role of fan benefits in shaping responses to sponsorship activation. Journal of Business Research, 124, 780-789. https://doi.org/10.1016/j.jbusres.2018.11.041

As sponsorship in sports, arts and entertainment has grown, so have the myriad ways to activate partnerships. This study investigates the mechanisms through which sales-orient...

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