When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence

Author:

Pradhan DebasisORCID,Malhotra Ritu,Moharana Tapas Ranjan

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Strategy and Management

Reference102 articles.

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3. Albert, N., L. Ambroise, and P. Valette-Florence. 2017. Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? Journal of Business Research 81: 96–106.

4. Alexandris, K., E. Tsaousi, and J. James. 2007. Predicting sponsorship outcomes from attitudinal constructs: The case of a professional basketball event. Sport Marketing Quarterly 16(3): 130–139.

5. Bagozzi, R.P. 1986. Principles of marketing management. Chicago: Science Research Associates.

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