Marc Mazodier, Dwight Merunka. Achieving brand loyalty through sponsorship: the role of fit and self-congruity.
Journal of the Academy of Marketing Science, SAGE Publications (UK and US), 2012, 40 (6), pp.807 - 820.
⟨10.1007/s11747-011-0285-y⟩.
⟨hal-01822308⟩