Nakazawa, Makoto; Yoshida, Masayuki; Gordon, Brian S. - In: Sport, Business and Management: An International Journal 6 (2016) 4, pp. 407-423
Purpose Integrating several streams of theoretical reasoning such as social identity theory, congruity theory and the customer gratitude approach, the purpose of this paper is to develop a model of the antecedents and consequences of sponsor-stadium fit and examine the hypothesised...