Congruency and engagement test in an event marketing sponsorship context
James Pokrywczynski; David L. Brinker
| Year of publication: |
2014
|
|---|---|
| Authors: | Pokrywczynski, James ; Brinker, David L. |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 20.2014, 3, p. 345-357
|
| Subject: | event marketing | event sponsorship | congruence | elaboration likelihood model | Event-Marketing | Event marketing | Sponsoring | Sponsorship | Werbewirkung | Advertising effects | Sportveranstaltung | Sport event | Konsumentenverhalten | Consumer behaviour |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010399900