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Abstract The cost of sponsoring high-profile events is rising rapidly, making it increasingly important to evaluate the effectiveness of sponsorship arrangements. The present study examines the impact of sponsoring the Olympics on brand valuations measured by the formulary approach. Estimates...
Abstract This exploratory research tests two competing general predictions: the expert-performance literature predicting creatives will demonstrate greater creativity than others while the process-performance paradox literature predicting they will demonstrate equivalent or less creativity. We...
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