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Brand knowledge transfer via sponsorship in the financial services industry

Yang, Sujin; Ha, Sejin - In: The journal of services marketing 28 (2014) 6, pp. 452-459

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The effects of perceived product-extrinsic cue incongruity on consumption experiences : the case of celebrity sponsorship

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The role of the fit construct and sponsorship portfolio size for event sponsorship success : a field study

Bruhn, Manfred; Holzer, Matthias - In: European journal of marketing : EJM 49 (2015) 5/6, pp. 874-893

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Closed-ended and open-ended fit articulation : communication strategies for incongruent sponsorships

Skard, Siv; Thorbjornsen, Helge - In: European journal of marketing : EJM 51 (2017) 7/8, pp. 1414-1439

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Authenticity in horizontal marketing partnerships : a better measure of brand compatibility

Charlton, Aaron B.; Cornwell, T. Bettina - In: Journal of business research : JBR 100 (2019), pp. 279-298

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Improved articulation of incongruent sponsor-property partnerships using analogy

King, Jesse; Madrigal, Robert - In: Journal of sport management : the official journal of … 32 (2018) 5, pp. 464-472

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Featuring the hometown team in cause-related sports marketing : a cautionary tale for league-wide advertising campaigns

Nichols, Bridget Satinover; Cobbs, Joe; Raska, David - In: Sport marketing quarterly : preferred journal of the … 25 (2016) 4, pp. 212-226

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Are rival team fans a curse for home team sponsors? : the moderating effects of fit, oppositional loyalty, and league sponsoring

Olson, Erik L. - In: Marketing letters : a journal of research in marketing 29 (2018) 1, pp. 115-122

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Sponsoring many or few sports properties? : moderated mediation effect of perceived sponsor ubiquity depending on sponsor–property fit

Kang, Taeahn; Matsuoka, Hirotaka - In: The journal of business & industrial marketing 38 (2023) 4, pp. 774-787

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Closed-ended and open-ended fit articulation

Skard, Siv; Thorbjornsen, Helge - In: European Journal of Marketing 51 (2017) 7/8, pp. 1414-1439

relationship between sponsor and sponsorship object. Fit articulation is a strategy that communicates shared associations between … sponsor and object. Based on conclusion explicitness theory, this paper aims to conceptualize and tests two fit articulation … experiments. Findings Only open-ended fit articulation improved brand attitudes. Mediation analyses show that while open …

Persistent link: https://www.econbiz.de/10014723493