Managing a sponsored brand: the importance of sponsorship portfolio congruence

Material TypeArticleLanguageEnglish
TitleManaging a sponsored brand: the importance of sponsorship portfolio congruence Author(S)Mark D Groza (Author)
Abstract  The congruence or fit between a sponsored brand and sponsoring firm is a central tenet of sponsorship research. The influence of such congruence on the sponsored brand however, has received scant attention. This question is important because the strength of a sponsored organisation's brand equity is the basis for many sponsorship alliances ...Paginationp63-84
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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