Browsing School of Journalism (MU) by Title "Promoting cause sponsorship on corporate web sites: perceived control of navigation, natural fit, and created fit"
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Promoting cause sponsorship on corporate web sites: perceived control of navigation, natural fit, and created fit
(University of Missouri--Columbia, 2011)The purpose of the present research is to examine the role of perceived control of navigation in online sponsorship-linked marketing. Specifically, the proposed research examines the influence of three independent variables ...