Strengthening Sponsorship Fit: Testing for the Influence of Sponsor Category and National Culture-Reference-Cited by-同舟云学术

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Strengthening Sponsorship Fit: Testing for the Influence of Sponsor Category and National Culture

Published:2022-05-09 Issue:2 Volume:35 Page:234-255
ISSN:0896-1530
Container-title:Journal of International Consumer Marketing
language:en
Short-container-title:Journal of International Consumer Marketing

Author:

Rajabi Asieh Ghorbanian¹^ORCID,Martinent Guillaume²^ORCID,Altukhov Sergey³,Bodet Guillaume²

Affiliation:

1. Independent Researcher, Quchan, Iran

2. Laboratory on Vulnerabilities & Innovation in Sport, University Claude Bernard Lyon 1, Lyon, France

3. Department of Management Organization, Moskovskij gosudarstvennyj universitet imeni M V Lomonosova, Moskva, Russian Federation

Publisher

Informa UK Limited

Subject

Marketing,Management Information Systems

Link

https://www.tandfonline.com/doi/pdf/10.1080/08961530.2022.2070901

Reference74 articles.

1. Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness

2. Benefit-based consumer segmentation and performance evaluation of clustering approaches: An evidence of data-driven decision-making

3. Moving Away from Category Exclusivity Deals to Sponsorship Activation Platforms: The Case of the Ryder Cup

4. The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.

Cited by 2 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. Testing the relationships among involvement, sponsorship perceived fit and intention to purchase sponsors’ products: the case of esports tournament viewers;International Journal of Sports Marketing and Sponsorship;2024-06-20

2. Exploring the Preference of Corporations for Sponsorship Motives and the Impact of Sponsorship Motives on Sponsoring Intention in Post-Epidemic Era: Using Two Different Approaches—FPR and SEM;Sustainability;2023-05-16

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