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Keywords: Sponsorship tenure
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Journal Articles
Can a replacing sponsor benefit?: Consumer responses toward a new sponsor in the context of a sponsorship change
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (12): 2481–2500.
Published: 31 May 2019
... where the former and new sponsors have different levels of congruence with the event (e.g. when the former sponsor is congruent but the new sponsor is incongruent with the event) and has examined only sponsorship tenure durations of one versus 15 years. Practical implications Sponsorship managers...
