Sponsorship Return on Investment.

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Bibliographic Details
Main Author:	Jensen, Jonathan
Other Authors:	White, Darin
Format:	eBook
Language:	English
Published:	Bradford, West Yorkshire : Emerald Publishing Limited, 2018.
Series:	International Journal of Sports Marketing and Sponsorship Ser.
Subjects:	Investments > Decision making. Investments > Decision making
Online Access:	Click for online access

Table of Contents:

Cover; Editorial advisory board; Trends in sport sponsorship evaluation and measurement: insights from the industry; Determinants of viewer attention in concurrent event sponsorship; Assessing the effectiveness of sponsorship messaging; The moderating effect of identification on return on investment from sponsor brand integration; Examining confirmation biases: implications of sponsor congruency; Sponsoring of professional cycling: what does it mean for stock prices?; Official sports sponsorship fortress vs ambush marketing attack.

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