Wang, Michael Chih-Hung - In: International Journal of Sports Marketing and Sponsorship 18 (2017) 2, pp. 196-211
credibility, respectively; second, the influence of sponsor brand identification and sponsor credibility on sponsor brand equity …-congruity and perceived congruence each have with sponsor brand equity. Design/methodology/approach A field study was conducted in … congruence leverage sponsor brand equity through sponsor brand identification and sponsor credibility, respectively. Both sponsor …