The Hidden Factors Behind Sponsorship and Image Transfer: Considerations for Bilateral Image Transfer among Sponsors and Events
Hong Kong Baptist University
Prosperity Investments Worldwide Ltd.
Hong Kong Baptist University
Editors' Note
Continuing our series inviting leading academics and practitioners to offer commentaries on important challenges facing the advertising business, Gerard Prendergast and Marc Mazodier of the Hong Kong Baptist University School of Business—with Aishwarya Paliwal of Prosperity Investments Worldwide Ltd—provide an assessment of the theory and practice of sponsorship. Their starting point...