The persuasion process of sponsorship and nonsponsorship activation and the dual mediation model

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The persuasion process of sponsorship and nonsponsorship activation and the dual mediation model

The current study introduces the Dual Mediation Model (DMM) as a user perspective framework to explore the persuasive process of sponsorship and nonsponsorship activation across countries and brands. Data were collected from 1,850 respondents in Australia, the US, Malaysia, and China to examine cons...

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Bibliographic Details
Main Authors:	Quintal, Vanessa, Liu, M.T., Unsal, F., Phau, Ian
Format:	Journal Article
Published:	2020
Online Access:	http://hdl.handle.net/20.500.11937/89157

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