TitleRivalries and Sponsorship Affiliation: Examining the Effects of Social Identity and Argument Strength on Responses to Sponsorship-related Advertising Messages
Publication TypeJournal Articles
Year of Publication2013
AuthorsBee, C, Dalakas, V
JournalJournal of Marketing Communications
Date Published2013
KeywordsDoctoral Program, Marketing, MBA
URLhttp://dx.doi.org/10.1080/13527266.2013.828768
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