The effect of organizer-sponsor congruence on sponsor credibility and the moderating role of involvement
Luiz Silva dos Santos, Evandro Luiz Lopes, Ana Karina Santos
| 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 | Sportveranstaltung | Sport event | Sportmarketing | Sports marketing | Konsumentenverhalten | Consumer behaviour | Glaubwürdigkeit | Credibility | Werbewirkung | Advertising effects | Markenimage | Brand image | Event-Marketing | Event marketing | Sport | Sports |
freely available
| Type of publication: | Article |
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| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.51359/2526-7884.2022.252806 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013532225