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Sponsorship and advertising in sport: a study of consumers' attitude
Research question: Advertising has been considered a less efficient vehicle of marketing communication. One recent study refuted that unlike traditional adverting mediums, consumers' attitude towards advertising was rather favourable in sport. This study compared consumers’ attitudes between ad...
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| Main Authors: | , , |
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| Format: | Default Article |
| Published: |
2018
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| Subjects: | |
| Online Access: | https://hdl.handle.net/2134/34712 |
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