Improved Articulation of Incongruent Sponsor–Property Partnerships Using Analogy
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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