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Type: Conference paper
Title: The efficacy of grassroots sponsorship versus professional sponsorship to build brand equity: the role of property community involvement and altruistic motive attributions
Author: Mazodier, M.
Quester, P.
Plewa, C.
Carrillat, F.
Citation: Proceedings of the AMA Summer Educators' Conference: Leveraging New Technologies to Create Value, 2014 / Hamilton, R., Sa Vinhas, A. (ed./s), pp.7-8
Publisher: American Marketing Association
Publisher Place: Chicago, IL
Issue Date: 2014
Series/Report no.: AMA Educators Proceedings; 25
ISBN: 9781634398848
Conference Name: 2014 Summer Marketing Educators' Conference (AMA) (01 Aug 2014 - 03 Aug 2014 : San Francisco, CA)
Statement of
François A. Carrillat, Marc Mazodier, Carolin Plewa, Pascale Quester
Rights: Copyright© (2014) by the American Marketing Association All rights reserved.
RMID: 0030030351
Published version:
Appears in Collections:Business School publications

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