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Can sponsorships be harmful for events? Investigating the transfer of associations from sponsors to events

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450 cited

1999Consumer behaviour and marketing strategy429 cited

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2016It Works Two Ways: Impacts of Sponsorship Alliance upon Sport and Sponsor Image25 cited
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2012The Effect of Sport Sponsorship Programs of Various Sport Events on Stock Price Behavior During a Sport Event17 cited
2018Concurrent sponsorship: implications for sponsoring brands and sponsored property16 cited
2023Sponsorship and social justice: brand positioning on diversity and inclusion in sport marketing during the 2020 UEFA European football championship11 cited
2015The sum of all fears: Stakeholder responses to sponsorship alliance risk11 cited
2015Wirkung von Sonderwerbeformen in Fernsehen, Radio und Print8 cited