Tiger Woods, Nike, and I are (Not) Best Friends: How Brand’s Sports Sponsorship in Social-Media Impacts Brand Consumer’s Congruity and Relationship Quality
This study examines the effects of brand’s sports sponsorship in social media on brand consumer’s congruity and brand relationship quality. The study included a survey of targeting consumers whose ages range between early twenties and late forties; data from 322 respondents were collected. The resul...
| Main Authors: | , , |
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| Format: | Journal Article |
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Routledge
2015
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/41437 |