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1. 1. Sponsorship : Is it a double-edged sword?

   University essay from Ekonomihögskolan, ELNU

   Author : Simon Liljehammar; Kristoffer Nilsson Kampitsch; [2012]
   Keywords : sport sponsorship; social identity; in-group; out-group; identification and commitment to a sport team;

   Abstract : Today, sponsorship is an integrated communication tool used for the achievement of commercial objectives. As the marketing environment changes sport sponsorship has evolved into one of the fastest growing marketing sectors. READ MORE