Understanding sponsorship effects
作者： Tony Meenaghan
DOI: 10.1002/1520-6793(200102)18:2<95::AID-MAR1001>3.0.CO;2-H
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摘要: … This is mediated by the intensity of fan involvement and in turn forms the basis of consumer reaction to the sponsor (Meenaghan, 1998b). This triangular relationship between sponsor, …
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