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Sponsorship-linked marketing : opening the black box

Cornwell, T. Bettina , Weeks, Clinton S., & Roy, Donald P. (2007) Sponsorship-linked marketing : opening the black box. In Owens, Deborah L., Hausknecht, Douglas R., & Keillor, Bruce D. (Eds.) Marketing in the 21st Century: Integrated Marketing Communication. Praeger Publishers, pp. 241-280.

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ID Code: 47128
Item Type: Book Chapter
Keywords: Business, Communication, Corporate sponsorship, Program involvement, Consumer knowledge, Brand equity, Identification, Recall, Memory, Event, Commercials, Prominence
ISBN: 9780275992798
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 21 Nov 2011 15:48
Last Modified: 19 Jan 2012 15:45

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