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When ambush marketing is beneficial to sponsorship awareness: creating sponsor distinctiveness using exclusivity and brand juxtaposition
Weeks, Clinton S., O’Connor, Peter J., Martin, Brett A. S.Language:
english
Journal:
Journal of Marketing Management
DOI:
10.1080/0267257X.2017.1372506
Date:
September, 2017
File:
PDF, 2.24 MB
english, 2017