Alonso Dos Santos, Manuel; Sánchez-Franco, Manuel J.; … - In: International Journal of Sports Marketing and Sponsorship 22 (2020) 3, pp. 493-506
Purpose: The objective is to examine the influence of articulation on the effectiveness of sports sponsorship. Design/methodology/approach: This research uses an experimental design with the following factors: articulation (articulated vs unarticulated), congruence (congruent and incongruent)...