The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship
Sangpil Han; Jiwon Choi and Hyunchil Kim; John A. Davis; Ki-young Lee
| Year of publication: |
2013
|
|---|---|
| Authors: | Han, Sangpil ; Choi, Jiwon ; Kim, Hyunchil ; Davis, John A. ; Lee, Ki-young |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 32.2013, 2, p. 301-317
|
| Subject: | Sponsoring | Sponsorship | Fußball | Football | Sportveranstaltung | Sport event | Event-Marketing | Event marketing | Werbewirkung | Advertising effects | Markenimage | Brand image | Südkorea | South Korea |
| 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/10009757946