TITLE

Negative exposure

AUTHOR(S)
Aaker, David A.; Joachimsthaler, Erich
PUB. DATE
September 2002
SOURCE
Brand Strategy;Sep2002, Issue 163, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Offers tips for companies on how to manage their corporate sponsorship deals. Ways that corporate sponsorship can hurt the image of a company or its brands; Factors that help enhance the marketing benefits of corporate sponsorship deals; Ambush marketing strategies adopted by non-sponsors during events sponsored by other companies.
ACCESSION #
7452438

 

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