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

2011/09/09 by Marc Mazodier, Dwight Merunka
Business, Management and Accounting · Social Sciences · Psychology · #Consumer Behavior in Brand Consumption and Identification #Digital Marketing and Social Media #Behavioral Health and Interventions

paper · doi:10.1007/s11747-011-0285-y

Citations

• Building Brand Image Through Event Sponsorship: The Role of Image Transfer
• Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
• 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