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Keywords: Sponsorship duration
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (5): 671–689.
Published: 26 May 2022
...Jakeun Koo; Janet S. Fink; Younghan Lee Purpose The present study aims to examine whether event size has a significant impact on consumers' perceptions of goodwill. In the relationship between event size and perceived goodwill, sponsorship duration and sponsor-event congruence are tested...
