Ming-Ching Liang

University of Texas at Austin

2317 Speedway

Austin, TX 78712

United States

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Scholarly Papers (1)

1.

Communicating Corporate Responsibility to Fit Consumer Perceptions: How Sincerity Drives Event and Sponsor Outcomes

Journal of Advertising Research. 57 (4), 410-421, 2017
Number of pages: 28 Posted: 03 Oct 2019
University of Texas at Austin, Xavier University and University of Texas at Austin
Downloads 3 (634,649)

Abstract:

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CSR, Event Marketing, Branding, Sponsorship, Cycling, Sports Marketing, Structural Equation Modeling, Attribution Theory, Field Study, Consumer Psychology