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Keywords: Sponsorship effectiveness
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2011) 1 (3): 284–293.
Published: 11 October 2011
... are not considered; rather the interest is on the characteristics of stimuli linked with a specific reaction. Transferring this concept to the analysis of sponsorship effectiveness, the sponsorship message works as a stimulus that is adapted by the recipient and thus causes a certain response (Hoek et al...
