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Keywords: Sponsorship congruency
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2018) 19 (1): 58–73.
Published: 05 February 2018
... helping decision makers when managing budgets. 19 10 2016 16 12 2016 25 01 2017 26 01 2017 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Experiment Fan identification Confirmation bias Sponsorship congruency...
