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| Tekijä: | Rifon, N. J. (et. al) |
| Otsikko: | Congruence effects in sponsorhip. The mediating role of sponsor credibility and consumer attributions of sponsor motive |
| Lehti: | Journal of Advertising
2004 : VOL 33:1, p. 29-42 |
| Asiasana: | SPONSORSHIP CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | Sponsorship is an important part of marketing mix, but only recently it has received academic attention. Behind sponshorship idea lies the appearance of "good citizenship". The authors of this article develop and test of cognitive explanation of sponsorship effects. |
SCIMA