The mediating role of animosity in Chinese consumers’ responses to sport sponsorship by foreign companies.

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Meng, Y., Thwaites, D. and Gopalakrishna Pilla, K., 2009. The mediating role of animosity in Chinese consumers’ responses to sport sponsorship by foreign companies. In: 2009 NASSM Conference, 27-30 May 2009, University of South Carolina, Columbia, SC, USA.

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Official URL: http://www.nassm.com/NASSM2009/


Item Type:Conference or Workshop Item (Paper)
Subjects:Social Sciences > Communication, Cultural and Media Studies
Technology > Business, Management and Marketing
Group:Media School > Institute for Media and Communication Research
ID Code:9763
Deposited By:Ms Julie Northam
Deposited On:07 Apr 2009 19:28
Last Modified:07 Mar 2013 15:07
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