Sponsor-event congruence effects : the moderating role of sport involvement and mediating role of sponsor attitudes
Jakeun Koo, Younghan Lee
| Year of publication: |
2019
|
|---|---|
| Authors: | Koo, Jakeun ; Lee, Younghan |
| Published in: |
Sport management review. - Abingdon : Routledge, Taylor & Francis Group, ISSN 1441-3523, ZDB-ID 2105257-8. - Vol. 22.2019, 2, p. 222-234
|
| Subject: | Sport sponsorship | Sponsor-event congruence | Match-up hypothesis | Elaboration likelihood model | Sponsor credibility | Sport involvement | Sponsoring | Sponsorship | Sportmarketing | Sports marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Sport | Sports | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.smr.2018.03.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012013991