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Keywords: Sponsorship relationship
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2018) 36 (3): 396–408.
Published: 07 March 2018
... offers insights into factors that sponsees should consider before entering a sponsorship relationship. Originality/value Previous research in the sponsorship domain has focused primarily on dyadic sponsors. This paper considers sponsorship from the sponsee’s perspective. Giulio Toscani can...
