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|Title:||The efficacy of grassroots sponsorship versus professional sponsorship to build brand equity: the role of property community involvement and altruistic motive attributions|
|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|
|Series/Report no.:||AMA Educators Proceedings; 25|
|Conference Name:||2014 Summer Marketing Educators' Conference (AMA) (01 Aug 2014 - 03 Aug 2014 : San Francisco, CA)|
|François A. Carrillat, Marc Mazodier, Carolin Plewa, Pascale Quester|
|Rights:||Copyright© (2014) by the American Marketing Association All rights reserved.|
|Appears in Collections:||Business School publications|
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