Exploring managers’ perceptions on sponsorship relations and decision making in the Malaysian B2B context
In a post-pandemic environment, businesses face new challenges in sustaining stakeholder interest due to the ever-changing consumer behaviour trends and a more fragmented media landscape. Achieving sponsorship contracts within this tumultuous financial period due to limited sponsor budget raises unc...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2023
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| Online Access: | http://journalarticle.ukm.my/22212/1/jk-10.pdf http://journalarticle.ukm.my/22212/ https://ejournal.ukm.my/mjc/issue/view/1584 |
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