Blar i BI Open på forfatter "Dunseth, Martin"
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Can sponsorships connected to transgender cause be beneficial? The Impact a Controversial Statement made by a Sponsored Athlete has on a Sponsor’s Brand Judgments
Smedsrud, Trym Gjerstad; Dunseth, Martin (Master thesis, 2020)This study examines the effect of a sponsored athlete's controversial statement about M-W transgenders competing in women’s sports has on a sponsor’s brand judgment. A conjoint analysis was executed to investigate the ...