Document Type

Conference Paper

Department/Unit

Department of Marketing

Title

The efficacy of grassroots sponsorship versus professional sponsorship to build brand equity: The role of property community involvement and altruistic motive attributions

Language

English

Publication Date

2014

Source Publication Title

Leveraging new technologies to create value ; AMA Summer Educators' Conference 2014 ; AMA educators proceedings volume 25 ; San Francisco, California, 1 - 3 August 2014

Start Page

7

End Page

8

Conference Location

San Francisco, United States

Publisher

NY Curran Associates 2015

ISBN (print)

9781634398848

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