Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands
| Autor: | Tapas Ranjan Moharana, Debashree Roy, Garima Saxena |
|---|---|
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Journal of Brand Management. |
| ISSN: | 1479-1803 1350-231X |
| DOI: | 10.1057/s41262-023-00317-w |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|
Full text from SpringerLink