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Explaining and Articulating the Fit Construct in Sponsorship

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References

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2006Sponsorship-Linked Marketing: The Role of Articulation in Memory

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293 cited

1999Relatedness, Prominence, and Constructive Sponsor Identification287 cited

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2016Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition92 cited
2013Are sponsorship announcements good news for the shareholders? Evidence from international stock exchanges84 cited
2013The role of sponsorship fit for changing brand affect: A latent growth modeling approach83 cited
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