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Download full textBuchanan, David R.; Lev, Jane – 1989
This study explored how motor sports sponsorships complement and amplify the brewers' media campaigns by joining masculinity, risk, excitement, and beer in the actual "lived" experiences of potential consumers. To document industry expenditures and justifications for motor sports sponsorship, trade journals and newsletters (N=25) and…
Descriptors: Advertising, Alcoholic Beverages, Athletics, Blue Collar Occupations
