The effect of organizer-sponsor congruence on sponsor credibility and the moderating role of involvement
Alternative title: | O efeito da congruência organizador-patrocinador na credibilidade do patrocinador e o papel moderador do envolvimento |
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Year of publication: |
2022
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Authors: | Santos, Luiz Silva dos ; Lopes, Evandro Luiz ; Santos, Ana Karina |
Published in: |
Consumer behavior review : CBR. - Recife : Universidade Federal de Pernambuco, ISSN 2526-7884, ZDB-ID 2919711-9. - Vol. 6.2022, 1, Art.-No. e-252806, p. 1-14
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Subject: | Congruence. | Event Organizer | Involvement | Sport Sponsorship | Sporting Event | Sponsoring | Sponsorship | Niederlande | Netherlands | Sportveranstaltung | Sport event | Sport | Sports | Regionalentwicklung | Regional development | Sportmarketing | Sports marketing | Konsumentenverhalten | Consumer behaviour | Event-Marketing | Event marketing |
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