Event marketing and event sponsorship: can too much of a ‘good’ thing harm the brand?

Event marketing and event sponsorship represent some of the fastest growing communication tools organizations use today. Yet, while related in practice, little research has examined them together. In addition, most event marketing and event sponsorship research focuses on linear relationships with c...

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Bibliographic Details

Main Authors:	Soeren Winkelmann, Peter Dickenson, Anne Souchon, Nick Lee, Nina Michaelidou
Format:	Default Conference proceeding
Published:	2016
Subjects:	Other health sciences not elsewhere classified Non-proprietary event sponsorship Event marketing Brand performance Quadratic relationships Medical and Health Sciences not elsewhere classified
Online Access:	https://hdl.handle.net/2134/19772
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