Examination of Affective Responses to Images in Sponsorship-Linked Marketing
Sponsorship of sports, arts, charity and entertainment events are all viewed as capable in building corporate and brand image. In this process, visual images are a key vehicle in the transportation of affect from an event to a brand. While the overall positive feeling of a sponsored event or activit...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Routledge
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/51242 |