Distinguishing between short-term and long-term commitment in football shirt sponsorship programmes: towards a matrix of management implications.

Simon. Chadwick, D. Thwaites

Research output: Contribution to journalArticle

Original languageEnglish
Pages (from-to)163-179
JournalInternational Journal of Sports Marketing and Sponsorship
Volume7
Issue number3
Publication statusPublished - May 2006

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Keywords

  • commitment
  • dyad
  • football shirts
  • rmatrix
  • relationship
  • sponsorship

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