Wang, Michael Chih-Hung - In: International Journal of Sports Marketing and Sponsorship 18 (2017) 2, pp. 196-211
sponsorship context: first, the influence of self-congruity and perceived congruence on sponsor brand identification and sponsor … credibility, respectively; second, the influence of sponsor brand identification and sponsor credibility on sponsor brand equity …; and third, the mediating effect of sponsor brand identification and sponsor credibility on the relationship that self …