Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context

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Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context

In a post-pandemic environment, businesses face new challenges in sustaining stakeholder interest due to the ever-changing consumer behaviour trends and a more fragmented media landscape. Achieving sponsorship contracts within this tumultuous financial period due to limited sponsor budget raises unc...

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Bibliographic Details
Main Authors:	Mohamad-Noor Salehhuddin Sharipudin, Nurzihan Hassim, Suffian Hadi Ayub, Fam, Kim-Shyan, Nusanee Meekaewkunchorn
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2023
Online Access:	http://journalarticle.ukm.my/22212/ http://journalarticle.ukm.my/22212/1/jk-10.pdf

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