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

Mazodier, M.Quester, P.Plewa, C.Carrillat, F.Hamilton, R.Sa Vinhas, A.2018-04-112018-04-112014Proceedings of the AMA Summer Educators' Conference: Leveraging New Technologies to Create Value, 2014 / Hamilton, R., Sa Vinhas, A. (ed./s), pp.7-89781634398848http://hdl.handle.net/2440/111541enCopyright© (2014) by the American Marketing Association All rights reserved.The efficacy of grassroots sponsorship versus professional sponsorship to build brand equity: the role of property community involvement and altruistic motive attributionsConference paper0030030351187271Quester, P. [0000-0001-6872-6973]Plewa, C. [0000-0002-4570-0065]