Determinants of sponsorship fit: a multilevel analysis
(2010)
Journal Article
Woisetschläger, D. M., Backhaus, C., Evanschitzky, H., & Michaelis, M. (2010). Determinants of sponsorship fit: a multilevel analysis. NA - Advances in Consumer Research, 37, 548-549
Sponsorship fit is frequently mentioned and empirically examined as a success factor of sponsorship. While sponsorship fit has been considered as a determinant of sponsorship success, little knowledge exists about the antecedents of sponsorship fit.... Read More about Determinants of sponsorship fit: a multilevel analysis.