Blar i BI Open på forfatter "Skui, Marte Stensrud"
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Cross-controversial athlete sponsorships: How controversiality of the brand or the athlete affect consumers’ attitudes toward the sponsorship and brand image.
Elnæs, Katharina Søhus; Skui, Marte Stensrud (Master thesis, 2020)agreements have been a frequently used strategy employed by many companies as a marketing communication tactic for a long period of time. There exists an enormous amount of research on the topic, primarily focusing on ...