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Keywords: association transfer
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Journal Articles
Can sponsorships be harmful for events? Investigating the transfer of associations from sponsors to events
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International Journal of Sports Marketing and Sponsorship (2009) 10 (3): 47–54.
Published: 01 April 2009
...Jöxrg Henseler; Bradley Wilson; Dorien de Vreede This paper outlines how sponsorships can be beneficial or harmful to events. Using an experimental design and focusing on association transfers surrounding a snowboarding event, we illustrate that the sponsoring brand associations have a significant...
