Browsing by Author "Macpherson, Terry"

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  • Measuring sport sponsorship effectiveness: links to existing behaviour

    Garland, Ron; Charbonneau, Jan; Macpherson, Terry (Business Perspectives, 2008)
    The expanding role of sponsorship in the communications mix has generated increased attention to, debate about, and demand for effective measures. Yet there is no universally accepted approach to measuring sponsorship ...

Terry Macpherson has 2 co-authors in Research Commons.