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Keywords: service brands
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2013) 14 (3): 57–73.
Published: 01 April 2013
...Russell Lacey; Angeline G Close Given the strong interest among services marketing practitioners in sponsoring events, this study illustrates how events and sponsorships synergistically facilitate and deepen consumer relationships by connecting service brands with consumers' passions. Structural...
