Academic Journal

Rivalries and Sponsorship Affiliation: Examining the Effects of Social Identity and Argument Strength on Responses to Sponsorship-related Advertising Messages

2013 Journal of Marketing Communications Colleen Bee Vassilis Dalakas

http://dx.doi.org/10.1080/13527266.2013.828768 Cite this Publication

Journal Details

Journal of Marketing Communications, 2013

Keywords

Marketing

Journal Article, Academic Journal