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

Access to Document

10.1016/j.jbusres.2018.12.001

Cite this

@article{9643bc3d53ba4e0daa681915d5a08b7b,

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",

year = "2021",

month = jan,

doi = "10.1016/j.jbusres.2018.12.001",

language = "American English",

volume = "124",

pages = "731--738",

journal = "Journal of Business Research",

issn = "0148-2963",

publisher = "Elsevier Inc.",

}

TY - JOUR

T1 - Improving fit perceptions for an incongruent sponsorship

T2 - Associating a sports property to a brand via analogical articulation

AU - Madrigal, R

AU - King, J

PY - 2021/1

Y1 - 2021/1

KW - Analogical reasoning

KW - Articulation

KW - Congruence (i.e., fit)

KW - Sponsorship

UR - https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=umimpact&SrcAuth=WosAPI&KeyUT=WOS:000605608800063&DestLinkType=FullRecord&DestApp=WOS_CPL

U2 - 10.1016/j.jbusres.2018.12.001

DO - 10.1016/j.jbusres.2018.12.001

M3 - Article

SN - 0148-2963

VL - 124

SP - 731

EP - 738

JO - Journal of Business Research

JF - Journal of Business Research

ER -

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

Keywords

Access to Document

Other files and links

Cite this