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Keywords: Contextual congruity
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Journal Articles
International Journal of Sports Marketing and Sponsorship 1–18.
Published: 24 February 2026
...Junwoo Choi; Kevin K. Byon; Paul M. Pedersen Purpose This study investigates the impact of banner ads for golf products by examining how product classification, consumer involvement level and contextual congruity interact to influence consumer attitude and purchase intention. Grounded...
