The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship
Year of publication: |
2013
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Authors: | Han, Sangpil ; Choi, Jiwon ; Kim, Hyunchil ; Davis, John A ; Lee, Ki-Young |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Henley-on-Thames [u.a.] : World Advertising Research Center, ISSN 0261-9903, ZDB-ID 832054. - Vol. 32.2013, 2, p. 301-318
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