Improved Articulation of Incongruent Sponsor-Property Partnerships Using Analogy

J King; R Madrigal

doi:10.1123/jsm.2017-0290

Improved Articulation of Incongruent Sponsor-Property Partnerships Using Analogy

J King, R Madrigal

Management and Marketing

Research output: Contribution to journal › Article › peer-review

8 Scopus citations

Original language	American English
Pages (from-to)	464-472
Number of pages	9
Journal	Journal of Sport Management
Volume	32
Issue number	5
DOIs	https://doi.org/10.1123/jsm.2017-0290
State	Published - Sep 2018

Keywords

Brand
Fit
Sponsorship
Sport sponsorship

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10.1123/jsm.2017-0290

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keywords = "Brand, Fit, Sponsorship, Sport sponsorship",

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Improved Articulation of Incongruent Sponsor-Property Partnerships Using Analogy

Keywords

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