Exploring Managers’ Perceptions on Sponsorship Relations and Decision Making in the Malaysian B2B Context
In a post-pandemic environment, businesses face new challenges in sustaining stakeholder interest due to the ever-changing consumer behaviour trends and a more fragmented media landscape . Achieving sponsorship contracts within this tumultuous financial period due to limited sponsor budget raises un...
| Published in: | Jurnal Komunikasi: Malaysian Journal of Communication |
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| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2023
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85158875083&doi=10.17576%2fJKMJC-2023-3901-10&partnerID=40&md5=4ebdca3bf9eafa207fd0497e3d6d5be9 |