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Conference Proceedings (1998), Managing in Concert - Réussir ensemble, Carleton University, pp. 59-68

Interaction des parrainages terrain et T.V. : Impact mémoriel de l'implication durable

LARDINOIT Thierry

This research focuses on the moderating effect on memory impact of long-lasting involvement in combined Television-Field sponsorship. A global measurement of memory is made in a strictly experimental context, ensuring remarkable external validity.

LARDINOIT, T. (1998). Interaction des parrainages terrain et T.V. : Impact mémoriel de l'implication durable. In: Managing in Concert - Réussir ensemble. Carleton University, pp. 59-68.