Uhrich, Sebastian; Koenigstorfer, Joerg; … - In: Journal of Business Research 67 (2014) 9, pp. 2023-2029
moderately low congruity to the sponsored event (but not for brands with a moderately high congruity to the sponsored event). Two … experiments measuring (Study 1) and manipulating (Study 2) sponsor–event congruity confirm the proposed mediation mechanism for … brands with a moderately low sponsor–event congruity. CSR-linked sponsorship (vs. sponsorship without CSR linkage) does not …