The role of sports sponsorship in negative new stories about a brand: Approach the halo effect
This study examines whether a company’s sports sponsorship plays a buffering role that mitigates negative consumer perceptions of the company or its brands. The study highlights the necessity of examining how congruence between a sports event and a sponsoring brand is related to brand image or brand...
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| Main Authors: | , , |
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| Format: | article |
| Language: | EN |
| Published: |
Taylor & Francis Group
2019
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| Subjects: | |
| Online Access: | https://doaj.org/article/6c63469c66314ae1a45f662db55e2c1f |
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