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Keywords: image congruence
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Journal Articles
Image congruence between sports event and host city and its impact on attitude and behavior intention
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2021) 22 (1): 67–86.
Published: 10 August 2020
...Yinghui Zhang; Euisoo Kim; Zunming Xing Purpose Image congruence is one central metrics that significantly influences image transfer. Nevertheless, studies on impact of image congruence on consumers' attitudinal and behavioral components in the context of sport tourism remain few. Therefore...
Journal Articles
Assessing the relationships between image congruence, tourist satisfaction and intention to revisit in marathon tourism: the Shanghai International Marathon
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2015) 16 (4): 46–66.
Published: 01 July 2015
...Haiyan Huang; Luke Lunhua Mao; Junqi Wang; James J Zhang The purpose of this study is to examine the relationships between image congruence, tourist satisfaction and intention to revisit in marathon tourism. The results show that both affective image congruence (AIC) and cognitive image congruence...
Journal Articles
The influence of title sponsorships in sports events on stock price returns
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International Journal of Sports Marketing and Sponsorship (2015) 16 (2): 37–56.
Published: 01 January 2015
... date and the event date. The moderator tests suggested that high image congruence and high-technology related sponsorships assumed a key role in stock price increases. RESEARCH PAPER The influence of title sponsorships in sports events on stock price returns Keywords title sponsorship event study...
