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Keywords: Consumer status
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Journal Articles
Implicit sponsorship effects for a prominent brand
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (3-4): 785–804.
Published: 08 April 2014
...; interviews with the exposed group (n=808) were conducted after they had attended at least one match. Three hypotheses related to consumer status and consideration set conditions were tested. Findings – Sponsorship can influence the likelihood that a prominent brand becomes part...
