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Keywords: Clutter
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Journal Articles
An empirical assessment of factors affecting the brand-building effectiveness of sponsorship
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2014) 4 (1): 6–25.
Published: 04 March 2014
... link, leverage activities and clutter. The most successful sponsorship displayed marked contributions to building brand associations, perceived quality and brand loyalty. However, the presence of sponsorship clutter in particular was found to impact negatively upon the perception of quality transferred...
