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Sponsorship Change and the Ghost of Sponsorship Past

Event Management, 2012
One of the primary funding sources for various festival and event types is corporate sponsorship. These partnerships allow festivals to operate at a sufficient level while providing their corporate sponsors a variety of benefits. One of the key benefits (especially for larger sponsorships) is having the two brands (the corporate and the event's ...
Wayne W. Smith, Stephen W. Litvin
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Female consumers\' evaluations of sponsorship and their response to sponsorship

South African Journal for Research in Sport, Physical Education and Recreation, 2008
The purpose of this study was to examine the effects of female consumer attitudes towards a sports event, its sponsor, and their perception of the sponsor-event fit on their sponsorship response that includes factors interest, favor and the use of the sponsor\'s product.
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Sponsorship