Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages

Colleen Bee, Vassilis Dalakas
  • Journal of Marketing Communications, October 2013, Taylor & Francis
  • DOI: 10.1080/13527266.2013.828768

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http://dx.doi.org/10.1080/13527266.2013.828768

The following have contributed to this page: Vassilis Dalakas