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Research papers

Catch them young and keep them long

This paper seeks to answer a major question: how effective is sponsorship? This paper argues the case for sponsorship and search for ways in which effectiveness can be evaluated. The paper particularly looks at the way a brand can be built through a...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Rohin Malhotra, Joe Michael, Barbie Clarke
September 22, 2002
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Citation

Malhotra, Michael and Clarke (2002a, September 22). Catch them young and keep them long . ANA - ESOMAR. Retrieved December 10, 2024, from


https://ana.esomar.org/documents/catch-them-young-and-keep-them-long-