Brand sponsorship effectiveness : how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands
Tapas Ranjan Moharana, Debashree Roy, Garima Saxena
| Year of publication: |
2023
|
|---|---|
| Authors: | Moharana, Tapas Ranjan ; Roy, Debashree ; Saxena, Garima |
| Subject: | Brand sponsorship | Event attachment | Event self-congruence | Subjective event knowledge | Sponsoring | Sponsorship | Konsumentenverhalten | Consumer behaviour | Event-Marketing | Event marketing | Markenimage | Brand image | Sportveranstaltung | Sport event | Markenführung | Brand management | Sportmarketing | Sports marketing | Großveranstaltung | Big event | Persönlichkeitspsychologie | Personality psychology | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-023-00317-w [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014372609