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The organization also awarded Dr. Wakefield's paper, "Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects" as the "Paper of the Year" in Sport Marketing. (2/3) https://t.co/6v1Y00jvgi
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The big takeaway is that most past work looks at two of these three: #brand, #consumer and #property. Few look at all 3 to assess #sponsorship outcomes. If you need new #research ideas, we offer 37. 😀 #partnerships