Investigating the different congruence effects on sports sponsor brand equity
Year of publication: |
2017
|
---|---|
Authors: | Wang, Michael Chih-Hung |
Published in: |
International journal of sports marketing & sponsorship. - Bingley : Emerald Group Publishing Limited, ISSN 1464-6668, ZDB-ID 2013659-6. - Vol. 18.2017, 2, p. 196-211
|
Subject: | Self-congruity | Sports sponsorship | Perceived congruence | Sponsor brand identification | Sponsor credibility | Sponsor brand equity | Markenimage | Brand image | Sponsoring | Sponsorship | Konsumentenverhalten | Consumer behaviour | Sportmarketing | Sports marketing | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Markenführung | Brand management | Fußball | Football | Sport | Sports | Niederlande | Netherlands | Profisport | Professional sports |
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