The role of sponsorship fit for changing brand affect: A latent growth modeling approach
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DOI: 10.1016/j.ijresmar.2013.08.004
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- M. Alonso-Dos-Santos & S. Mohammadi & F. Velasco Vizcaíno, 2023. "The effect of articulation in sports posters on betting behavior," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
- Dreisbach, Jan & Woisetschläger, David M. & Backhaus, Christof & Cornwell, T. Bettina, 2021. "The role of fan benefits in shaping responses to sponsorship activation," Journal of Business Research, Elsevier, vol. 124(C), pages 780-789.
- Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Loranca-Valle, Cristina, 2022. "Sponsorship image and value creation in E-sports," Journal of Business Research, Elsevier, vol. 145(C), pages 198-209.
- Alonso-Dos-Santos, Manuel & Rejón Guardia, Francisco & Pérez Campos, Carlos & Calabuig-Moreno, Ferran & Ko, Yong Jae, 2018. "Engagement in sports virtual brand communities," Journal of Business Research, Elsevier, vol. 89(C), pages 273-279.
- Lee, Richard & Lockshin, Larry & Cohen, Justin & Corsi, Armando, 2019. "A latent growth model of destination image's halo effect," Annals of Tourism Research, Elsevier, vol. 79(C).
- Oliver Schnittka & Alexander Himme & Dominik Papies & David Pellenwessel, 2017. "Are sponsors blamed for edging off? Consumer reactions to sponsorship terminations," Journal of Business Economics, Springer, vol. 87(7), pages 943-984, October.
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Keywords
Sponsorship; Congruence; Event involvement; Attitudes toward sponsorship; Latent growth modeling;All these keywords.
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