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Investigating sponsorship effectiveness: Do less familiar brands have an advantage over more familiar brands in single and multiple sponsorship arrangements?
Carrillat, François A, Lafferty, Barbara A, Harris, Eric GVolume:
13
Language:
english
Journal:
Journal of Brand Management
DOI:
10.1057/palgrave.bm.2540245
Date:
October, 2005
File:
PDF, 221 KB
english, 2005