What Drives Renewal of Sponsorship Principal/Agent Relationships?
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- Urriolagoitia, Lourdes & Planellas, Marcel, 2007. "Sponsorship relationships as strategic alliances: A life cycle model approach," Business Horizons, Elsevier, vol. 50(2), pages 157-166.
- Joe, Cobbs, 2011. "Legal battles for sponsorship exclusivity: The cases of the World Cup and NASCAR," Sport Management Review, Elsevier, vol. 14(3), pages 287-296, August.
- Sam, Michael P. & Batty, Richard & Dean, Rebecca G.K., 2005. "A Transaction Cost Approach to Sport Sponsorship," Sport Management Review, Elsevier, vol. 8(1), pages 1-17, May.
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