What drives sponsorship effectiveness? : an examination of the roles of brand community identification, brand authenticity, and sponsor-club congruence
Tapas Ranjan Moharana, Debashree Roy Bhattacharjee, Debasis Pradhan, Abhisek Kuanr
| Year of publication: |
2023
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|---|---|
| Authors: | Moharana, Tapas Ranjan ; Bhattacharjee, Debashree Roy ; Pradhan, Debasis ; Kuanr, Abhisek |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 40.2023, 6, p. 1211-1236
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| Subject: | brand authenticity | brand community | brand community engagement | brand congruence | sponsorship effectiveness | Sponsoring | Sponsorship | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Social Web | Social web | Sportmarketing | Sports marketing | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21802 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014291839