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1
Achieving Marketing Objectives through Social Sponsorships
Achieving Marketing Objectives through Social Sponsorships
Carolyn J. Simmons, | American Marketing Association | 2006 ,
2
Brand Dilution: When Do New Brands Hurt Existing Brands?
Brand Dilution: When Do New Brands Hurt Existing Brands?
Chris Pullig, | American Marketing Association | 2006 ,
3
When Do Social Sponsorships Enhance Or Dilute Equity? Fit, Message Source, and the Persistence of Effects
When Do Social Sponsorships Enhance Or Dilute Equity? Fit, Message Source, and the Persistence of Effects
Karen Becker-Olsen, | Association for Consumer Research | 2002 ,
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