Articles with "incongruent sponsor" as a keyword



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Improved Articulation of Incongruent Sponsor–Property Partnerships Using Analogy

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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… read more here.

Keywords: articulation; sponsor; sponsorship; incongruent sponsor ... See more keywords