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Keywords: Sponsorship exit
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2018) 19 (4): 433–449.
Published: 08 June 2018
... Limited 2018 Emerald Publishing Limited Licensed re-use rights only H1. Independent of the extent of exit, consumers’ attitudes toward the sponsoring brand in the case of a sponsorship continuation are better than in the case of a sponsorship exit. Furthermore, to expand...
