Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach

Emerging online marketing strategies are an opportunity for the sport sponsorship industry as a way of complementing traditional methods. However, in-depth attention has not been given to the study of congruence effects on the effectiveness of sponsorship of sport event websites, and specifically to...

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Veröffentlicht in:	Sustainability 2020-10, Vol.12 (19), p.8173
Hauptverfasser:	Aguiló-Lemoine, Àngela Elisa, Rejón-Guardia, Francisco, García-Sastre, María Antonia
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitudes Brand image Brand names Cognition & reasoning Consumers Corporate sponsorship Efficiency Experimental methods Information processing Logos Marketing Memory Perceptions Recall Social networks Sports Sustainability Websites
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