Effect of self-congruity with sponsorship on brand loyalty

Journal of Business Research

Volumn 61, Issue 10, 2008, Pages 1091-1097

  Sirgy, M Joseph ^a   Lee, Dong Jin ^b   Johar, J S ^c   Tidwell, John ^d  

^a PAMPLIN COLLEGE OF BUSINESS   (United States)

^b Yonsei University   (South Korea)

^c CALIFORNIA STATE UNIVERSITY   (United States)

^d Resources V ^*  (United States)

Author keywords

Self congruity; Self image congruence; Sponsorship

Indexed keywords

EID: 49449103941     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2007.09.022     Document Type: Article

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