Extending associative network theory: the role of affect in the bi-directional image transfer process
Marketers make extensive use of sponsorship as an instrument to build and enhance corporate image, with global sponsorship spending exceeding USD50 billion in 2012 (IEG, 2013). This growth in sponsorship spending has been paralleled by growth in sponsorship research. The various definitions of spons...
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| Format: | Others |
| Language: | English |
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HKBU Institutional Repository
2014
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| Online Access: | https://repository.hkbu.edu.hk/etd_oa/44 https://repository.hkbu.edu.hk/cgi/viewcontent.cgi?article=1043&context=etd_oa |