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Keywords: Green brand equity
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2020) 21 (4): 617–631.
Published: 28 April 2020
..., not the situation today or given aims like the UN 2030 Sustainable Development Goals. Originality/value Sponsorship activation through Formula E as way of generating green brand equity would come across as more credible if companies improved the use of cross-platform synergies to convey narrative authenticity...
