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

Francois A. Carrillat, Marc Mazodier, Carolin Plewa, Pascale Quester

Research output: Chapter in book/report/conference proceedingConference contribution

Original languageEnglish
Title of host publicationProceedings of AMA Summer Educators' Conference 2014: Leveraging new technologies to create value
PublisherNY Curran Associates 2015
Pages7-8
ISBN (Print)9781634398848
Publication statusPublished - Aug 2014
EventAMA Summer Educators' Conference 2014: Leveraging new technologies to create value - San Francisco, United States
Duration: 1 Aug 20143 Aug 2014

Conference

ConferenceAMA Summer Educators' Conference 2014: Leveraging new technologies to create value
Period1/08/143/08/14

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