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Keywords: Sponsorship network
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (5-6): 874–893.
Published: 11 May 2015
...). The current study draws on the network perspective to analyze the sponsor–event fit in more detail. Sponsorship networks involve numerous actors, such as the sponsor, the sponsored artist, the event organizer, communication agencies, specialized sponsorship consultants, research firms, media companies...
