The role of sponsorship fit for changing brand affect : a latent growth modeling approach
Marc Mazodier; Pascale Quester
| Year of publication: |
2014
|
|---|---|
| Authors: | Mazodier, Marc ; Quester, Pascale |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 31.2014, 1, p. 16-29
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| Subject: | Sponsorship | Congruence | Event involvement | Attitudes toward sponsorship | Latent growth modeling | Sponsoring | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Werbewirkung | Advertising effects |
| 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/10010370723