Carrillat, François A; d'Astous, Alain - In: International Journal of Sports Marketing and Sponsorship 15 (2013) 1, pp. 15-34
The complementarity factor stipulates that a sponsorship leveraging strategy can lead to suboptimal consumer responses unless advertising complements, rather than reinforces, the nature of the event-sponsor relationship. Study 1 showed that the best strategy when the sponsor is an official...
