Gregg Rich

University of Georgia

Athens, GA 30602-6254

United States

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Scholarly Papers (1)

1.

Brand Spillover Effects within a Sponsor Portfolio: The Interaction of Image Congruence and Portfolio Size

Marketing Management Journal, 25(2), 107-122.
Number of pages: 21 Posted: 24 Feb 2016
Joe Cobbs, Mark Groza and Gregg Rich
Northern Kentucky University - College of Business, Northern Illinois University and University of Georgia
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Abstract:

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sponsorship, sports marketing, brand, brand portfolio, advertising