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

Journal of the Academy of Marketing Science

Volumn 40, Issue 6, 2012, Pages 807-820

  Mazodier, Marc ^a   Merunka, Dwight ^b  

^a ISG Business School   (France)

^b AIX MARSEILLE UNIVERSITY   (France)

Author keywords

Brand affect; Brand loyalty; Brand trust; Fit; Self congruity; Sponsorship

Indexed keywords

EID: 84867902511     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-011-0285-y     Document Type: Article

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