Investigating the moderating role of fit on sports sponsorship and brand equity

Jörg Henseler, Bradley Wilson, Oliver Götz, Caspar Hautvast

Research output: Contribution to journalArticleAcademic

Original languageEnglish
Pages (from-to)321-329
JournalInternational journal of sports marketing & sponsorship
Issue number4
Publication statusPublished - 2007
Externally publishedYes


  • Sponsorship
  • Sport sponsorship index
  • Sponsorship fit
  • Brand equity
  • Partial least squares (PLS)

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