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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...

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Bibliographic Details
Main Authors:	Do, H., Ko, E., Woodside, Arch
Format:	Journal Article
Published:	Routledge 2015
Subjects:	brand consumer’s congruity brand relationship quality consumer’s characteristics Brand’s sports sponsorship
Online Access:	http://hdl.handle.net/20.500.11937/41437

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