Parrainage sportif des banques françaises : Une approche par la congruence
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References listed on IDEAS
- A. Desreumaux & X. Lecocq & V. Warnier, 2009. "Stratégie," Post-Print hal-00805343, HAL.
- Heckler, Susan E & Childers, Terry L, 1992. " The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, Oxford University Press, vol. 18(4), pages 475-492, March.
- T. Bettina Cornwell & Michael S. Humphreys & Angela M. Maguire & Clinton S. Weeks & Cassandra L. Tellegen, 2006. "Sponsorship-Linked Marketing: The Role of Articulation in Memory," Journal of Consumer Research, Oxford University Press, vol. 33(3), pages 312-321, November.
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KeywordsSponsoring; bank; sport; congruence.;
NEP fieldsThis paper has been announced in the following NEP Reports:
- NEP-ALL-2014-04-18 (All new papers)
- NEP-MKT-2014-04-18 (Marketing)
- NEP-SPO-2014-04-18 (Sports & Economics)
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