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Keywords: Sponsorship response
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Journal Articles
International Journal of Emerging Markets (2018) 13 (5): 1233–1250.
Published: 29 November 2018
... on sponsorship-response favorability in the South African energy drink market. Design/methodology/approach It is theorized that in an FGC environment, sponsor factors, sponsorship factors and event factors drive sponsorship favorability. This notion is tested using a structural equations model among 18...
