Sponsorship leverage and its effects on brand image
Although leveraging is not the sponsor's responsibility, substantial numbers of research concluded that sponsorship effectiveness is highly related to the activeness of sponsors to leverage their investment. Because corporation image is perceived by the level of activities it involves in the ma...
| 出版年: | Theory and Practice in Hospitality and Tourism Research - Proceedings of the 2nd International Hospitality and Tourism Conference 2014 |
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| 第一著者: | |
| フォーマット: | Conference paper |
| 言語: | English |
| 出版事項: |
CRC Press/Balkema
2015
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| オンライン･アクセス: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-84907326224&doi=10.1201%2fb17390-29&partnerID=40&md5=a857abd4f64cfe4d5871bcbe9d10d2dd |