Alonso Dos Santos, Manuel; Calabuig Moreno, Ferran - In: International Journal of Sports Marketing and Sponsorship 19 (2018) 1, pp. 25-40
Purpose: The purpose of this paper is to represent a pilot study which aims to explore the attention to sponsorship variable by assessing the level of congruence linked to both the sponsor and the sponsored entity (sponsee). Design/methodology/approach: This research performed an experiment...