Sport Sponsorship as an Internal Marketing Tool: Employees' Sponsorship Assessments and Their Effect on Job Attitudes
While much of the sponsorship literature has focused on analyzing the effects of sponsorship on consumers (e.g., Gwinner, 1997; Madrigal, 2001; Rajaretnam, 1994), research on the internal effects of sponsorship on a sponsor company's workforce has been rare (Grimes & Meenaghan, 1998; Hickma...
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| Format: | Others |
| Language: | English English |
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Florida State University
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| Online Access: | http://purl.flvc.org/fsu/fd/FSU_migr_etd-0547 |