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 …