Browsing NHH Brage by Author "Løken, Hanne Vellesen"
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The effects of fit and reputation in different sponsorship contexts : the role of motive attribution
Bergsmark, Eli Birgitte Storlie; Løken, Hanne Vellesen (Master thesis, 2012)Sponsorship is one of the fastest growing forms of marketing communication. Despite the popularity, sponsorships are a relatively unexplored discipline in academia compared to related marketing areas. This thesis investigates ...