Improving fit perceptions for an incongruent sponsorship : associating a sports property to a brand via analogical articulation
Year of publication: |
2021
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Authors: | Madrigal, Robert ; King, Jesse |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 124.2021, p. 731-738
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Subject: | Analogical reasoning | Articulation | Congruence (i.e., fit) | Sponsorship | Sponsoring | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Sport | Sports | Markenführung | Brand management | Sportmarketing | Sports marketing |
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