Cui, Ge-Qi; Lee, Jung-Yong; Jin, ChangHyun - In: Cogent Business & Management 6 (2019), pp. 1-20
This study examines whether a company's sports sponsorship plays a buffering role that mitigates negative consumer perceptions of the company or its brands. The study highlights the necessity of examining how congruence between a sports event and a sponsoring brand is related to brand image or...