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Journal Articles Journal of the Academy of Marketing Science Year : 2012

Achieving brand loyalty through sponsorship: the role of fit and self-congruity

Marc Mazodier
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hal-01822308 , version 1 (24-06-2018)

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Marc Mazodier, Dwight Merunka. Achieving brand loyalty through sponsorship: the role of fit and self-congruity. Journal of the Academy of Marketing Science, 2012, 40 (6), pp.807 - 820. ⟨10.1007/s11747-011-0285-y⟩. ⟨hal-01822308⟩
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