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Keywords: Scandal
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (5-6): 1070–1091.
Published: 06 May 2014
...François Anthony Carrillat; Alain d’Astous Purpose – The purpose of this study is to contrast athlete endorsement vs athlete sponsorship from a power imbalance perspective when a scandal strikes the athlete. Design/methodology/approach – A first study was conducted with a probabilistic...
