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Published in 2018 at "Journal of Sport Management"
DOI: 10.1123/jsm.2017-0290
Abstract: Sport managers are often faced with a situation where they must activate an incongruent sponsorship in which the fit between a sponsor and property is not self-evident. Existing research has shown that consumers’ perceptions of…
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Keywords:
articulation;
sponsor;
sponsorship;
incongruent sponsor ... See more keywords