Understanding curvilinear effects in sponsorship: The influence of consumer involvement towards the event on brand-event image congruence

B. WIlson (Speaker), R. Briels (Speaker), Henseler, J. (Speaker)

Activity: Talk or presentationOral presentation

Period26 Jun 2014
Held at13th International Conferences on Research in Advertising, ICORIA 2014
Event typeConference
Conference number13
LocationAmsterdam, Netherlands

Keywords

  • METIS-310023