Improving fit perceptions for an incongruent sponsorship: Associating a sports property to a brand via analogical articulation

R Madrigal; J King

doi:10.1016/j.jbusres.2018.12.001

Improving fit perceptions for an incongruent sponsorship: Associating a sports property to a brand via analogical articulation

R Madrigal
, J King

Management and Marketing

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

19 Scopus citations

Original language	American English
Pages (from-to)	731-738
Number of pages	8
Journal	Journal of Business Research
Volume	124
DOIs	https://doi.org/10.1016/j.jbusres.2018.12.001
State	Published - Jan 2021

Keywords

Analogical reasoning
Articulation
Congruence (i.e., fit)
Sponsorship

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10.1016/j.jbusres.2018.12.001

Cite this

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title = "Improving fit perceptions for an incongruent sponsorship: Associating a sports property to a brand via analogical articulation",

keywords = "Analogical reasoning, Articulation, Congruence (i.e., fit), Sponsorship",

author = "R Madrigal and J King",

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language = "American English",

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pages = "731--738",

journal = "Journal of Business Research",

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KW - Articulation

KW - Congruence (i.e., fit)

KW - Sponsorship

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JO - Journal of Business Research

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Improving fit perceptions for an incongruent sponsorship: Associating a sports property to a brand via analogical articulation

Keywords

Access to Document

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