Improved articulation of incongruent sponsor-property partnerships using analogy
Year of publication: |
September 2018
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Authors: | King, Jesse ; Madrigal, Robert |
Published in: |
Journal of sport management : the official journal of the North American Society of Sport Management. - Champaign, Ill. : Human Kinetics Publ., ISSN 0888-4773, ZDB-ID 1052907-X. - Vol. 32.2018, 5, p. 464-472
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Subject: | brand | fit | sponsorship | sport sponsorship | Sponsoring | Sponsorship | Führungskräfte | Managers | Sportmarketing | Sports marketing | Sport | Sports | Markenführung | Brand management | Markenimage | Brand image |
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