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

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https://hal-amu.archives-ouvertes.fr/hal-01822308
Contributor : Yasmine EL ALAMI Connect in order to contact the contributor
Submitted on : Sunday, June 24, 2018 - 10:36:54 PM
Last modification on : Thursday, July 14, 2022 - 4:07:43 AM

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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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