Browsing BI Open by Author "Shah, Kunal"
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Generalizing across generations, or not? A comparative study of sport sponsorship outcomes across generational cohorts
Mehta, Mithila; Shah, Kunal (Master thesis, 2019)Millennials are the ‘new shiny thing’ - everyone seems to want a piece of the largest consumer segment in history. However, alarmingly for sports businesses, Millennials do not seem to be consuming sport. TV viewership ...