And now, goodbye: consumer response to sponsor exit

Material TypeArticleLanguageEnglish
TitleAnd now, goodbye: consumer response to sponsor exit Author(S)Julie A Ruth (Author)
Abstract  While most sponsorship research focuses on the initiation and maintenance of properties and the brands that sponsor them, little is known about how brands fare when they terminate sponsorship relationships. Building on balance theory and attribution theory ...Paginationp39-62
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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