Colin Gay

University of North Carolina (UNC) at Chapel Hill

102 Ridge Road

Chapel Hill, NC NC 27514

United States

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Scholarly Papers (1)

1.

Assessing the Impact of Sponsor Asset Selection, Intangible Rights, and Activation on Sponsorship Effectiveness

Dees, W., Gay, C., Popp, N., & Jensen, J. A., Assessing the Impact of Sponsor Asset Selection, Intangible Rights, and Activation on Sponsorship Effectiveness. Sport Marketing Quarterly, Forthcoming
Number of pages: 30 Posted: 14 Jun 2018
University of Miami, University of North Carolina (UNC) at Chapel Hill, University of North Carolina (UNC) at Chapel Hill and University of North Carolina at Chapel Hill
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Abstract:

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Sponsorship Effectiveness, Sponsorship ROI, Brand Awareness