Achieving brand loyalty through sponsorship: the role of fit and self-congruity

2011/09/09 by Marc Mazodier, Dwight Merunka · 27 citations
Business, Management and Accounting · Psychology · Social Sciences · #Advertising #Affect (linguistics) #Behavioral Health and Interventions #Brand awareness #Brand equity #Brand extension #Brand loyalty #Brand management #Business #Consumer Behavior in Brand Consumption and Identification #Digital Marketing and Social Media #Loyalty #Marketing #Persuasion #Psychology #Social psychology

paper · open access · doi:10.1007/s11747-011-0285-y

published in Journal of the Academy of Marketing Science 40(6), 807-820 (Springer Science+Business Media)

openalex publication_date 2011/09/09 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/23

Citations

• Building Brand Image Through Event Sponsorship: The Role of Image Transfer
• Determinants of Sports Sponsorship Response
• The Evolution of Loyalty Intentions
• Customer Loyalty: Toward an Integrated Conceptual Framework
• Common method biases in behavioral research: A critical review of the literature and recommended remedies.
• The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty
• Job Market Signaling
• Evaluating Structural Equation Models with Unobservable Variables and Measurement Error