Attenuating the negative effects of perceived incongruence in sponsorship : how message repetition can enhance evaluations of an "incongruent" sponsor
Frank E. Dardis
| Year of publication: |
2009
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|---|---|
| Authors: | Dardis, Frank E. |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 15.2009, 1/2, p. 36-56
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| Subject: | Werbewirkung | Advertising effects | Sponsoring | Sponsorship | Werbepsychologie | Psychology of advertising |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003884505