The sports network: insights into the shifting balance of power

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations

Business, Marketing, Marketing Management +10

Industrial networks: A new view of reality

Long Range Planning · 1992 · 1.5K citations

Engineering, Economics, Industrial Engineering +14

Television: Technology and Cultural Form

Marshall McLuhan, Raymond Williams · Technology and Culture · 1978 · 862 citations

Social Sciences, Communication, Cultural Studies +12

Awareness of Sponsorship and Corporate Image: An Empirical Investigation

Rajshekhar G. Javalgi, Mark B. Traylor, Andrew Gross et al. · Journal of Advertising · 1994 · 452 citations

Management, Marketing, Marketing Management +9

Sponsorship: From Management Ego Trip to Marketing Success

James C. Crimmins, Martin Horn · Journal of Advertising Research · 1996 · 389 citations

Management, Marketing, Marketing Management +12