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Keywords: Celebrities
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Journal Articles
A model of image creation and image transfer in event sponsorship
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (1997) 14 (3): 145–158.
Published: 01 June 1997
...Kevin Gwinner Presents a model which identifies factors that influence the creation of an event’s image. Uses theoretical perspectives from the celebrity endorsement literature to suggest that an event’s image associations are transferred to the sponsoring brand through event sponsorship activities...
