EFFECTS OF SPONSOR-EVENT CONGRUENCE ON BRAND IMAGE, ATTITUDE TOWARD THE BRAND, AND PURCHASE INTENTION: AN EMPIRICAL ANALYSIS IN THE CONTEXT OF SPORT SPONSORSHIP
Event sponsorship is considered as one major marketing strategy. Companies investing in sponsorship are growing rapidly. However, research on sponsorship has not been done in the depth management aspects of a sports organization and has been concentrated in specific areas. Thus, this research fills...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Brawijaya
2020-02-01
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| Series: | Jurnal Aplikasi Manajemen |
| Subjects: | |
| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/1566 |