Closed-ended and open-ended fit articulation : communication strategies for incongruent sponsorships
Year of publication: |
2017
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Authors: | Skard, Siv ; Thorbjornsen, Helge |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 7/8, p. 1414-1439
|
Subject: | Sponsorship | Advertising | Fit | Congruence | Articulation | Sponsoring | Werbung | Werbewirkung | Advertising effects | Öffentlichkeitsarbeit | Public relations | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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