Image congruity in the love triangle among mega sport event organizer, sponsor, and consumers: the moderating effects of product involvement and consumer awareness,European Sport Management Quarterly

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Image congruity in the love triangle among mega sport event organizer, sponsor, and consumers: the moderating effects of product involvement and consumer awareness
European Sport Management Quarterly ( IF 3.6 ) Pub Date : 2022-06-14 , DOI: 10.1080/16184742.2022.2084137
Nicolas G. A. Lorgnier, Nicolas Chanavat, Che-Jen Su, Shawn M. O’Rourke

This research extends previous studies on sponsor-event congruity by introducing a larger framework based on triadic relationships among mega sport event organizer (MSEO), sponsor, and consumers. I...

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