Brand sponsorship effectiveness : how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands
Year of publication: |
2023
|
---|---|
Authors: | Moharana, Tapas Ranjan ; Roy, Debashree ; Saxena, Garima |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 30.2023, 5, p. 432-448
|
Subject: | Brand sponsorship | Event attachment | Event self-congruence | Subjective event knowledge | Sponsoring | Sponsorship | Event-Marketing | Event marketing | Niederlande | Netherlands | Sportveranstaltung | Sport event | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Großveranstaltung | Big event | Veranstaltung | Event | Persönlichkeitspsychologie | Personality psychology |
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