Modelling emotional and attitudinal evaluations of major sponsors

Anne Martensen and Flemming Hansen

The paper reports findings from a larger study of sponsors and their relationship to sponsored parties.
  

Modelling emotional and attitudinal evaluations of major sponsors

Anne Martensen & Flemming HansenCopenhagen Business School

1. INTRODUCTION

In evaluating potential sponsoring objects, companies are very concerned with the effects resulting...

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