@article{42b51441421c46f598793d9bdd210e34,
title = "Investigating the moderating role of fit on sports sponsorship and brand equity",
keywords = "Sponsorship, Sport sponsorship index, Sponsorship fit, Brand equity, Partial least squares (PLS)",
author = "J{\"o}rg Henseler and Bradley Wilson and Oliver G{\"o}tz and Caspar Hautvast",
year = "2007",
language = "English",
volume = "8",
pages = "321--329",
journal = "International journal of sports marketing \& sponsorship",
issn = "1464-6668",
publisher = "Emerald",
number = "4",
}