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Keywords: Signalling theory
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Journal Articles
Qualitative Market Research: An International Journal (2021) 24 (5): 632–652.
Published: 04 August 2021
...Peter Datson; Wilson Ozuem; Kerry Howell; Geoff Lancaster Purpose The purpose of this study is by drawing on signaling theory to address the need for more investigation into the conceptual underpinnings of sponsorships by investigating and seeking to understand sponsorship objectives, opinions...
