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

Marc Mazodier Dwight Merunka 1
1 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille
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https://hal-amu.archives-ouvertes.fr/hal-01822308
Contributor : Yasmine El Alami <>
Submitted on : Sunday, June 24, 2018 - 10:36:54 PM
Last modification on : Wednesday, April 24, 2019 - 3:40:10 PM

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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, SAGE Publications (UK and US), 2012, 40 (6), pp.807 - 820. ⟨10.1007/s11747-011-0285-y⟩. ⟨hal-01822308⟩

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